Looking to raise capitol and garner interest from investors, the yet unnamed GoodNight was in need of a simple brand and pitch materials to stand out in a sea of other hospitality groups, and cue them up for growth. After getting roughly 600 proposals from online crowdsourcing services, they came to us. In need of more than just a logo, GoodNight needed a strategic solution; creating a striking enough identity to attract the right people, without doing a full brand exploration.

Wanting to evoke the sense of accessibility and quality that GoodNight offers, we proposed a name, brand colors, and typography that was friendly but refined. For the brand look, fresh mint green paired with a sophisticated charcoal reflects the balance of luxury and approachability.

With fundamental elements of a brand identity, GoodNight has now launched in new cities thanks to their growing list of available rental properties.