Choice Hotels International, Inc. is one of the largest lodging franchisors in the world, providing business and leisure travellers with a range of high-quality lodging options. To offer a refreshed proposition within the extended-stay category, and to provide a better solution that meets the guests’ evolving needs, Choice Hotels commissioned Labbrand to collaboratively create a new brand that was to become the newest brand within the extended-stay category in nearly a decade.
The name was expected to reflect the new brand’s unique modular approach with customizable, apartment-style accommodations being offered to empower guests to adapt their environment into their “me” spaces. At the same time, the name also needed to be straightforward enough to resonate with the brand’s two main audiences – road warriors who are on a journey seeking success, and hotel developers who are looking for new business opportunities.
With this ambitious goal, the naming process required rapid ideation and seamless collaboration. Labbrand approached this project with a comprehensive and agile naming process that started with semiotic and culture audit, the takeaways of which were infused into an innovative co-creation workshop with the presence of key stakeholders at Choice Hotels, followed by three rounds of name creations, legal screening, and market test. The final name Everhome Suites was manifested visually by Labbrand with the design of its visual identity as well.