Anyone could just give you a logo.

But we know hospitality branding is more than that. A strong brand story is the foundation for everything from operations, to interior design, to architecture. It’s what makes a guest’s experience so meaningful they’ll share it often, and come back for it time and again. From coast to coast, our full-service research, design, social and content teams have helped raised the value of every hotel we’ve worked on and made significant impact on the bottom line.

Brands we partner with

Light blue Marriott brand logo.
Destination Hotels logo
Hyatt Logo


Concept & Brand Story

Own your story. Whether it’s a piece of history tucked away in a book, or a vision for what’s to come, we do research and immersion to find what’s unique to your property. From there we create the positioning concept - something we’ll reference time and time again as we build the rest of your story and guest experience.

• Competitive analysis
• Location immersion
• Customer and guest profiling
• Hotel concept/positioning
• Brand story (including mission, vision, and values)


Brand Identity

Look as good as you sound. With your brand story as our guide, we create the visual elements that will emotionally connect with your guests. From business cards to on-property retail locations, everything we create can be easily and uniquely operationalized within your property or in your marketing.

• Hotel naming
• Hotel logo development
• Restaurant and retail naming
• Restaurant and retail logo development
• Proof of concept (on property activation concepts)


Guest Experience

Wow them from check-in to check-out. Your story will bring guests in - but the experiences you deliver is what keeps them coming back. Impactful touch points go beyond the expected and deliver your story in meaningful, ownable, and sharable ways. We collaborate with operations, interior designers, and architects to develop interactions and engagements that guests will remember and talk about.

• Service touch point mapping
• Experience design concepts
• Digital operations guide
• Execution and implementation


Social Media

Let them do the talking - but be part of the conversation. There’s nothing like the review of someone you trust to tip the travel scales - and your guests’ friends, family, and influencers are constantly sharing experiences on social. Our team of strategists, community managers, and content creators give you the tools to build and nurture communities of your property’s biggest fans - leading to wider reach and more bookings.

• Social audit
• Social profiling
• Strategy development
• Engagement
• Community management
• Reputation monitoring & management
• Content creation


Content Studios

Picture yourself here. Video and photography are powerful tools that help potential guests picture themselves on property. Whether it's a part of your website, social efforts or on-property engagements, our team of in-house producers, photographers and editors can create scalable content that connects guests to you before they arrive and keeps them engaged long after their visit is over.

• Photography
• Video
• Social content
• Testimonial videos

Case Studies

Don’t just take our word for it. Learn more about some of the properties we’ve worked on.

Woman relaxes in pool wearing sunglasses - a photo used to highlight our customer experience and hospitality branding services.


Created for connoisseurs of life with an iconic look and feel. The Epicurean Hotel was the first ground up hotel for Marriott Autograph Collection Hotel and was awarded Best Hotel Opening of the Year in 2012.

Branded coster view through drinking glass - A sample of the hotel branding work done for Inn At The Mission

Inn at the Mission

In the heart of Southern California, this property balances the past history of an iconic city and mission while delivering a story that is firmly grounded in delivering true, modern luxury.

Motif Seattle collateral, iPhone app, and branded coffee cup

Motif Seattle

For this boutique property located in the heart of downtown Seattle, we delivered a story that connected guests to the creative fabric of the city. This brand evolves with the city by incorporating the many patterns of the legendary Emerald City’s culture.

“The correlation to revenue is very clear to see. It comes back in social media, guest comments, and hotel reviews.”

Norwood Smith,
VP of Marketing of Mainsail Lodging & Development

“The strength of our properties is in their unique brands. SPARK has been an incredible brand partner to not only create strong brands, but great experiences as well.”

Tony Nacci, Sr. Director,
Brand Management of Autograph Collection Marriott International

Awards + Recognition

PRINT logo
HOW logo
Adrian Awards logo
Marriott Hotel opening of the year logo

Want to know more?

Contact with any questions about our latest hospitality branding projects, see examples of past work, or learn more about our process.