The Ito Partnership

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When Morgans opened its doors on Madison Avenue in 1984, the boutique hotel category was born. Since then, the hotel company has had great success in working with the hottest artists and designers to create properties destined to become legendary, from Miami’s Delano to London’s Sanderson and LA’s Mondrian. But success engenders competition, and Morgans first approached us with a need to more fully articulate each of their brands and to help them understand which of their individual brands were the best candidates for expansion into multiple locations. We collaborated with them to help them understand exactly who their customer was — and how they could best be served by a hotel experience. Our two-plus years of work with this boutique chain of hotels encompassed brand strategy, brand architecture development, visual identity/language design, standards/style guide development, brand extension/retail development, advertising creative, promotional campaign development, operational/brand deployment (including employee training program development.)

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