W Hotels was born from the mix of eclectic cultures and vibrant energy of New York City. Today, W Hotels takes it worldwide, bringing the best of music, fashion, design and fuel to stunning destinations around the globe.

A Branded Experience

Through a partnership with W Hotels, the brand’s first global editorial content destination was created, The Angle. An editorial strategy and brand identity was crafted that shared the brand’s perspective across fashion, design, music, and more. The brand identity of The Angle, including the name, style guidelines, and custom iconography were custom created. This fresh, clean, and bright new look led the way for the overall departure of W Hotels’ early aughts branding that has a very dark night club flyer look.

Content Creation

In addition to designing and developing the website, original content was strategized and crafted on a monthly basis, as well as advertising and email marketing collateral. Core to this content strategy is compelling video content. “The Angle”, W Hotel’s content hub, produces at least ten new video pieces of content each month, including music, interviews cocktail recipes, and features on a diverse group W Hotels collaborators. Animated GIFs are a fun and dynamic way to have motion that static photos simply can’t. Tons of GIFs were also created that utilize vivid still photography to tell visual stories or illustrate a concept.