W Hotels - What She Said SXSW
W Hotels - What She Said, SXSW
W Hotels - What She Said
W Hotels - What She Said
W Hotels - What She Said
W Hotels - What She Said

w Hotels

What She Said Platform Campaign

March 2016

This spring, we developed the identity for W Hotels newest platform What She Said. The global speaker series, launched during SxSW, will continue to feature women across creative fields inviting them to share their stories with like-minded audience. Since it’s inception, W Hotels has worked with female icons in fashion, music, design and fitness in order to enrich the travel experience and provide a platform for emerging visionaries. In developing the brand identity, we were inspired by the works of contemporary artists Glenn Ligon and Robert Montgomery whose appropriation of traditional neon signs for intent and profound cultural messaging drove our approach. As a result, we developed a 360-degree brand ID inclusive of logo design, print and digital collateral, experiential and video assets that have in turn been serviced to each property across the globe as the series makes its way to each market.


Brand Strategy & Planning
Creative Direction
Art Direction
Experiential Design
Custom Fabrication