“Hello LA was a pop-up experiential campaign to drive brand awareness and engagement through a series of events taking place at five iconic Los Angeles locations. The campaign invited travelers, tastemakers and press to experience a fresh take on affordable travel by bringing lodging environments to life in unexpected public spaces. The identity system played out across signage, environments, merchandise, print collateral, digital assets and apparel. Each of the five locations had its own customized version of the color palette and mosaic identity based on that venue’s unique character.”