About Work Services Clients Contact CLIENT STORY Archer Hotel. Curating a breakthrough hotel brand strategy. LodgeWorks is a renown, privately held hotel company with a rich history of innovation. After launching market-shifting brands including Residence Inn and Summerfield Suites, LodgeWorks challenged our team to help create their first breakthrough brand for the boutique segment. The result: Archer Hotel. How we helped: Market Research Brand Strategy Ideation Strategic Facilitation Experience Design Naming Creative Direction A brand infused with creativity and character. Through extensive guest research, trend analysis and an exploration of LodgeWorks’ unique capabilities, we developed a provocative hotel brand strategy: a brand based on an unseen, charismatic luminary. Archer is a creative connoisseur–curious, charming and worldly. His sophisticated character serves as the muse for every aspect of the brand’s interiors, amenities and service. Curating a storied brand experience across the U.S. We collaborated with a world-class team of creative agencies to carefully roll out the Archer brand story, from the creative direction of the brand identity to the development of the New York flagship rooftop bar (which we named SPYGLASS – a nod to Archer’s mysterious character). From their first location in midtown Manhattan, Archer is now expanding to half a dozen strategic locations. “An amazing moment in the creation of Archer was sharing the brand with the first hotel team, well before launch. Even though it existed only on paper, the thoughtfully curated framework ignited a passion and shared purpose that carries us to this day.” Cheryl Gilliam Senior Vice President Brands and Marketing LodgeWorks Recent Work Interested in working with us? Let’s connect. Contact Us Phillips & Co. We help organizations accelerate innovation through strategy, research, ideation, design and training. © 2021 Phillips & Co., Inc. Services Lean Innovation Projects Strategic Facilitation Ideation Sessions Innovation Training Innovation Keynotes Get the Phillips & Co. Newsletter. A few times a year, we share an entertaining update on our latest thinking, case studies and methods.