From YWCA to Hotel Willo: how Rethink solved a branding problem that hurt bookings

# The problem: a name that worked against the hotel A downtown Vancouver hotel owned by YWCA BC had been upgraded into a boutique property and funded community programmes with every booking. Yet the building still used the name "YWCA Hotel." Many prospective guests assumed it operated as a shelter or a women's residence, even after being told otherwise. That mismatch between legacy name and current offering actively reduced the hotel's appeal.

# The strategic choice: change the name Rather than try to soften the YWCA association while keeping the old name, Rethink chose a new name: Hotel Willo. The name refers to the willow tree, native to Vancouver, which the agency described as "known for its charm and shelter." The new name removes the immediate shelter/residence association and gives the hotel a more neutral, hospitality-first identity.

# The visual identity: simple, adaptable, recognisable Rethink developed a symbol inspired by the willow's silhouette. It uses balanced, looping strokes that suggest drooping branches. The mark is minimal and abstract enough to feel contemporary, while still reading as a tree at a glance. That simplicity helps it work at small sizes — on keycard sleeves, door tags, luggage tags and umbrellas — and as an anchor for a broader identity system.

The wider system is deliberately restrained: a confident wordmark, a straightforward colour palette, a set of functional icons, and upbeat photography. The icons and typography are used to streamline the guest experience across signage and collateral.

# Tone of voice and applications The brand voice is down-to-earth and practical with a small dash of playfulness. Examples include out-of-home copy like "Vancouver's easiest, breeziest downtown stay" and a poster that points out "the mountains are north" to help visitors get oriented. Materials such as key cards, housekeeping cards, door hangers and billboards use the same mark and voice so guests get a consistent impression.

# Why this works

# Practical takeaways for similar projects

• If a legacy name miscommunicates the product, a full rename can be the most effective fix. Small adjustments may not overcome entrenched assumptions.
• Use a simple, recognisable symbol that scales across physical items guests handle daily. Complexity hurts legibility at small sizes.
• Keep the identity system tight: select only the elements that will be used regularly by staff and guests to avoid unnecessary guidelines and implementation friction.
• Align voice and collateral with guest needs: practical copy that helps orientation and comfort reinforces the proposition of accessible hospitality.

# Outcome By removing the confusing YWCA name and creating a compact identity rooted in a local natural reference, Rethink redirected perceptions to match the hotel's upgraded quality and social-enterprise purpose. The rebrand addresses the real barrier to bookings rather than only changing the hotel's appearance.