WoodSpring Suites
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Client Category
Hospitality

Project Type
Brand Development

Contributed to the brand strategy and led development of the visual identity for the transformation of Value Place—an extended-stay hotel chain—into what would become WoodSpring Suites. The goal: reposition a brand long associated with low-cost utility into one that felt simple, comfortable and human while still grounded in affordability.

The work included renaming, messaging and identity design, all structured to support a scalable national rollout. The updated brand introduced a friendlier tone and a more lifestyle-driven design system, helping shift guest perceptions and elevate market appeal.

WoodSpring’s evolution ultimately contributed to its acquisition by Choice Hotels for $231 million—one of the largest midscale hospitality brand purchases of the decade.