When Coast Hotels affirmed its goals to double the size of its already impressive hospitality footprint over the next three years, it came to GreenRubino. Our extensive brand research brought forth the own-able positioning of “Refreshingly Local,” validating Coast Hotels legacy of locally rooted properties to nearby amenities and culture. This ran contrary (in a good way) to most of their competitors who specialize in uniformity. We refreshed the brand, mark, color palette and developed a comprehensive visual identity system and standards/usage guide. Additionally, we led the overhaul, design and implementation of a feature-rich, fully scalable new CMS-driven website for individual property customization. That sounds fancy, but this is a nice chain of hotels and we wanted to do right by them.