Balancing Brand Ecosystems with Humanity

IHG Hotels & Resorts

With 20 brands and 6,600+ properties across 25 countries, IHG Hotels & Resorts needed a way to bring its global brand campaign—Guest How You Guest—to life in each market. The challenge: balance localized relevance with brand protection. As IHG’s preferred boutique agency partner, Yes& developed comprehensive Global Campaign Guidelines to ensure consistency and scalability worldwide. Created in collaboration with IHG’s in-house team, regional leads, and brand stakeholders, the guidelines established the right tone, direction, and examples to help the campaign stand the test of time.

Introducing the World’s Neighborhood Hotel

Hotel Indigo (part of IHG Hotels & Resorts)

In 2023, Hotel Indigo launched the largest marketing campaign in its history, showcasing a fresh perspective on communities around the globe. The World’s Neighborhood Hotel campaign celebrates the people, places, and experiences that make each neighborhood unique and how Hotel Indigo celebrates them all. The brand needed creative executions for paid media beyond TV and video—flexible enough to scale globally. We developed a visual framework that juxtaposed life inside the hotel with life in the neighborhood, designed to adapt seamlessly across markets.

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Hotel Indigo grew from 145 hotels worldwide to 300+ open and pipeline hotels

Accelerated international growth to nearly 50 countries

Setting Sights & Selling Tickets

City Cruises Live

Post-COVID, City Cruises lost its audience. We discovered that people weren’t missing boat rides—they were missing experiences with a story. Together, we launched City Cruises Live and an exclusive MLB partnership to create city-specific experiences that turned every cruise into a must-see cultural event. By connecting local stories, landmarks, and live entertainment, we gave passengers a reason to buy tickets and explore their city like never before. What was once a boat ride became a sold-out ticket to see your city through a new lens.

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Social media impressions

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Branded impressions

Celebrating an American Evolution

The Commonwealth of Virginia

To commemorate 400 years of the Commonwealth of Virginia, we designed a groundbreaking mobile app that brought history to life. The experience guided tourists and locals alike through 400 must-see landmarks across the state, weaving together immersive storylines, rich multimedia content, and interactive features that turned every stop into a journey through time. The app not only inspired exploration but also earned distinction in the iOS and Android app stores—becoming a celebrated tool for education, tourism, and cultural pride.

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App downloads in 6 months

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Increased average in-app usage

Looking to the Future Through the Past

Smithsonian Institution

In a world where museums can feel out of touch, the Smithsonian—the largest in the world—stands apart. As the nation prepares to mark its 250th anniversary, the Smithsonian seized the moment to reaffirm a revolutionary American idea: learning belongs to everyone. The Yes& team worked with the Office of Communications and External Affairs (OCEA) to introduce the Smithsonian to new audiences and position it as a go-to for thinking about the nation’s past, present, and future.

Results:

New logo and visual identity, codified in a brand guide
Paid media strategy
Creative assets for print, digital and social
Influencer/celebrity strategy and toolkit
PR materials
Interior & exterior signage

Re-invigorating a Cultural Institution

Signature Theatre

The Signature Theatre boasts a Tony Award-winning legacy in Arlington, Virginia but it needed to attract new audiences and clarify its position in a competitive market. Yes& partnered with the theatre to embark on the most extensive brand strategy initiative in its history, including a four-month research program, stakeholder workshops, and competitive analysis. The result was a revitalized brand framework that energized staff and board, strengthened donor relations, and gave audiences a reason to fall in love with Signature all over again.

Results: