Before M Social Hotel could launch in Times Square, they needed to figure out who they wanted to be.

This brand needed to reflect the vibrant energy of it’s surroundings. From starting with a positioning statement to developing a full set of brand guidelines to rolling out creative featuring it’s unique persona “-M.”, we created not just a brand, but an entire experience.

While at HZ, my copy partner and I took the existing brand and created a narrative and ad campaign to bring M Social to NYC.