The UGA Hotel had an identity crisis. The name was a political nightmare:

The Georgia Center for Continuing Education, Conference Center and Hotel

There were ten words in the name. It was changed to UGA Hotel and Conference Center. Or just UGA Hotel for short. I recreated their name and logo. This was translated to signage, stationery, van wraps, key cards and every application a hotel would need.

Even though they've been around since 1957, few Athens outsiders have heard of them. It was assumed the hotel was reserved for alumni and faculty. I created red and black ads that spoke to the University affiliation but presented it as a place where anyone can stay.