Positioning a hotel as a sequel not a remake


Inn at the Mission Marriott
Creative Direction

As the newest in Autograph Collection’s family, this property sits next to one of the nation’s first Spanish missions in San Juan Capistrano. The Orange County area has long attracted visitors to the historic and cultural sites, but to brand this hotel we needed to create a genuine but unique story for the destination.

We know the fastest way for a sequel to fail is to write the same plot as the original and call it a new movie. The same holds true for a ground-up hotel inspired by a historic Spanish mission - still standing right down the road. Inn at the Mission San Juan Capistrano needed to be the continuation of a story started long ago and not a direct copy - the yin to history’s yang.

Each experience in this hotel was designed to connecting the guest deeper and deeper into this one-of-a-kind California destination.

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