WATG reached a 70+ year turning point as a category leader and needed help evolving the brand for its next era. While leading the design practice at IfThen, we brought teams together to begin building a harmonious identity system rooted in the founders’ legacy while clearly signaling the company’s progressive design thinking.

We set out to amplify the beauty of this heritage brand by expanding the design and communications system through typography, imagery, color, and composition. By inextricably linking WATG’s luxury hospitality experience to fine-tuned visual prescriptions for each incidental detail, we reinvigorated the brand attitude, clarified its voice, and demonstrated new, dynamic possibilities for expression.

One imperative of our creative strategy was to celebrate WATG’s origin story while bringing them closer to who they really are. Our approach to the logo design was framed around the idea that change can happen without changing everything. WATG’s new logo retains familiarity and recognition while reflecting the firm’s signature standard for pushing the boundaries of experiential modern luxury.