Hotel Willo Logo
Hotel Willo Strategy
Posters
Colours
Typography
Phone & Robe
Key Cards
Robes & Poster
Icons
Panel & Umbrella
Win
Hotel Exterior & Door Tag
Horizontal OOH
Postcard & Room
Key To The City
Website
Billboard
Suitcase Tag & Entrance
Social
Description
Hotel Willo is a boutique hotel in the heart of Vancouver—frequently acclaimed as Vancouver’s smartest stay. More than just an affordable and welcoming escape, every booking directly funds YWCA BC programs.
Their former identity, “YWCA Hotel”, carried strong associations with the YWCA’s broader community and social services, which led people to assume the property was a shelter or women’s residence. This also overshadowed the real win here: the chance to enjoy a quality hotel while supporting a broader social mission.
We started by renaming the brand to Hotel Willo; inspired by a native Vancouver tree known for its charm and shelter. For the logo, we embraced the willow tree’s iconic silhouette with balanced looping strokes. We then built a design system featuring welcoming typography, joyful iconography, vibrant colours, and a cheery photography style, proving that staying at a social–enterprise hotel is worth celebrating.
This professional campaign titled 'Hotel Willo Rebrand' was published in Canada in August, 2026. It was created for the brand: YWCA, by ad agency: Rethink. This Design, Digital, and OOH Outdoor media campaign is related to the Hospitality, Tourism industry and contains 19 media assets. It was submitted about 1 hour ago by Associate Design Director: Zoë Boudreau of Rethink.
Credits
Partner, Group Creative Director, Design, Alex Bakker
Creative Directors, Pamela Rounis, Morgan Tierney
Associate Design Director, Zoë Boudreau
Designers, Val Sheymardanova, Esabelle Chen
Associate Creative Director, Hannah Au
Sr. Motion Designer, Jesse Shaw
Head of Strategy, Elyse Sander
Strategy Director, Meg Siegel
Strategy Analyst, Ana Sanchez
Group Account Director, Kennedy Crawford
Account Manager, Mika Labreque
Clients, Vice President, Communications & Advocacy, Amy Juschka
Vice President, Social Entrepreneurship, Janet Burgess
General Manager, Hotel Willo, Barbara Lane
Sales Manager, Hotel Willo, Puspa Affandi
Associate Director, Marketing Communications, Marina Arnaud
Senior Marketing and Communications Strategist, Heiky Kwan
Marketing Communications Specialist, Hotel Willo, Laura Duong
Photographer, Brad Kasselman
