Motto by Hilton
Motto by Hilton is a vibrant global hotel brand built for modern explorers who travel intentionally, live smart, and stay connected. Anchored in buzzy neighborhoods across some of the world’s most iconic cities, Motto appeals to travelers through modular room designs that enable flexible, personalized stays. For those seeking an experience-driven stay, the hotel is designed to be a launchpad for energetic neighborhood exploration and cultural immersion.
Watson led the brand’s strategy, positioning, and identity refresh, clarifying Motto’s voice and expression to deliver a cohesive vision—one defined by intentionality, ingenuity, and local connection.
To express Motto’s locally rooted approach to each hotel location, Watson developed a dynamic typographic system that captures the essence of each place through a corresponding typeface. Each hotel’s location logo lockup pairs the existing Motto wordmark with the city name, typeset in its selected typeface. Comprised of eight typefaces that are distinct in style yet unified in proportion, the system forms a cohesive library that reflects the hotel’s collection of unique destinations.
A clear methodology guides how each typeface is applied, ensuring it reflects the distinct energy and character of its neighborhood. An arts district like Chelsea in New York City features a typeface inspired by calligraphic letterforms, echoing its offbeat, idiosyncratic character. In contrast, a tourist hotspot like Times Square adopts a friendlier geometric sans serif to convey the destination’s broader, more universal appeal.
