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The Mayflower
In the heart of Washington D.C., stands The Mayflower Hotel, a century-old social and cultural destination for politicians, residents, and tourists alike. The historic Mayflower approached Mayday in the midst of shifting from a Renaissance property to a member of the Marriott Autograph Collection.
Several notable points were raised during the transition: what is the best way to negotiate the Mayflower’s brand equity as the grand dame of Washington D.C. within the global portfolio of the Autograph Collection, all while honoring the Marriott’s pillars of professionalism?
Services
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Branding
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Strategy
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User Experience
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Technology
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Media & Content
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Communication
Strategy
Mayday inherited the responsibility of crafting the entire user digital experience to matched their new identity with an enviornment that would tastefully fold the Marriot.com infastructure into a very branded site, specific for The Mayflower.
User experience
With the goal of increasing visitors and conversions, we created the Information Architecture and UX design to illustrate the brand’s timeless style and legacy. From the landing page, the user is gently directed to Reservations, fulfilling the goal of booking more rooms. Parallax scrolling guides users through the property’s photo-rich timeline, on-site dining amenities, and tools for exploring the greater Washington D.C. area.
The Exquisite
We paid particular attention to the Mayflower’s targeted demographic: those interested in exquisite event spaces to host weddings and meetings. To serve the audience, we designed detailed floor plans that showcased rooms finished with an artistic flourish. Users could explore event spaces with easy booking straight through the web site.
Art direction
Inspired art direction helped create an emotive experience. The website design had to reflect the same sentiments guests feel during the entirety of their stay at the Mayflower—transported back into the historic, legacy of Washington D.C. with the contemporary, individual lux treatment of today.
We borrowed patterns innate in property's architecture to create branded elements within website. Bubbled button edges resemble the interior arches of the hotel while the landing page mirrors ceiling and floor patterns. Extracting these design elements separates the Mayflower from other luxury user experiences.
Brand Communications
In addition to producing original illustrations, images and copy content, we took it a step further, creating a set of print and spatial collateral for the property. In designing everything from event signage to informative in-room guides, we focused on textures that were durable but classically elegant, aesthetics that were simple, yet bold.
In addition to producing original illustrations, images and copy content, we took it a step further, creating a set of print and spatial collateral for the property. In designing everything from event signage to informative in-room guides, we focused on textures that were durable but classically elegant, aesthetics that were simple, yet bold.
Renee Eisman
Marketing & eCommerce Manager
"It has been a pleasure working with Mayday from start to finish on our hotel's new vanity website. From building the frames to placing photography, the team had a true understanding of our vision and strategy. Now, we continue to work with Mayday on our branding collateral and the look and feel is a true reflection of our brand."
Social strategy
We directed the Mayflower brand across multiple touch-points, from social media content to audience development. We strategized specific engagement campaigns for each social platform, positioning The Mayflower as an expert in hospitality and D.C. travel.