G6 Hospitality

Transforming a corporate hospitality brand into a hospitable Americana experience.

Coupled with TRG’s strategic vision and the amazing marketing team at G6 Hospitality, we were charged to revitalize the corporate branding and environment at their corporate office. G6 is the parent company of Motel 6 and Studio 6, and they had two distinct complications after moving their corporate office to a new location in Carrollton, Texas. The personable nature of their brand was in no way reflected in the physical space they now inhabited, and the repetitive nature of the building floor plan was confusing for franchise partners and other visitors as they attempted to navigate the labyrinth of white hallways.

We were challenged with developing a new logo and visual identity, and then using that system to designate the location of the various departments within the corporate office while at the same time bolstering employee pride in the brand and work environment.

Before we considered the interior, we designed the exterior building signage, and then created a massive, 20ft tall 6 from the logo to act as a beacon to all passerby’s. After that, we started in the lobby, the first place both employees and visitors see when they arrive. On top of the brand promise, we filled the area with photos of real employees. These photos were designed to be changed out very easily so that they could continually highlight different partners and keep the lobby feelings fresh.

We also brought the Motel 6 spirit into departmental areas to foster brand pride among employees and help delineate work areas. Each department received its own unique color stripe and “6 sculpture” composed of materials and objects that were conceptually relevant to the work they performed. And to top it all off, we also transformed their typical corporate cafeteria into a delicious Motel 6 roadside Americana café that has a ‘60s diner vibe.