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IHG Staybridge Suites

Creative | Branding

IHG Staybridge Suites

The brief

IHG’s Staybridge Suites an extended stay brand was a sector leader in the USA and they planned rolling out the brand to Europe and the Middle East. They recognised that the extended stay concept was unknown in Europe and asked us to help develop the brand in line with the European and Middle East markets.

What we did

Analysed the market, developed a positioning and proposition, worked with interior designers on the execution of the concept, developed operating standards, created a look and feel for the collateral, developed brand guidelines and launched the first opening.


The Staybridge brand in EMEA is a success and is rolling out across the UK and the Middle East; customers love the look and the feel of the design, and the spirit of the brand, the owners are enjoying revenue beyond initial expectations, and IHG holds out the brand launch as the template for how a new hotel brand should be launched.