The Branding Story Behind IHG's Hotel Indigo

The Branding Story Behind IHGs Hotel Indigo
What hotels do you remember most? In most cases it's those whose architecture, stunning lobby or sheer elegance fixed them in your memory. Almost certainty, they are high end establishments - perhaps a Michelangelo in New York, the Savoy in London, or the Bellagio in Las Vegas.

Now think of all the other hotels you've visited - why didn't they resonate with you? In all probability you were subjected to a beige, non-descript lobby and remarkably unremarkable room.

Enter Hotel Indigo, a mid-market hospitality concept with a difference. Created by the design team of Barton Mills and Tracey Barker of Back Lot Productions, an Atlanta-based brand development and retail design firm, Hotel Indigo revolutionizes the travel experience for those seeking a more relaxing and nurturing experience without the premium price tag.

"This marks a departure from 'hotel-beige ' properties, industry sameness and lack of a brand story," said Kirk Kinsell, senior vice president, Intercontinental Hotels Group (IHG). IHG owns 3,500 hotels in over 100 countries, including such brands as Intercontinental, Crowne Plaza and Holiday Inn.

The dynamic pair behind Hotel Indigo's design and design strategy had already made its mark in the field of retail design. Mills, an architect by trade, and Barker, a graphic designer, originally join