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From YWCA to Hotel Willo: how Rethink solved one of branding's trickiest problems
Rethink rebranded a Vancouver hotel as 'Hotel Willo' to shed negative baggage associated with its former identity as a YWCA facility.
What: The agency Rethink replaced the 'YWCA Hotel' name, which caused guest confusion, with a new brand rooted in willow tree imagery to communicate a welcoming, boutique experience while maintaining the YWCA's ownership and social enterprise mission.
Why it matters: This case study demonstrates how brand identity can actively hinder business performance, requiring a complete name change rather than minor iterative design adjustments.
Original article
Hotel Willo rebranded a Vancouver hotel to overcome outdated perceptions tied to its former YWCA identity, replacing the name with a fresh, approachable brand centered on a simple willow-inspired logo. The identity uses restrained design, playful messaging, and consistent applications to communicate an affordable, welcoming boutique hotel while clearly distancing it from past misconceptions.
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