Rare Medium was engaged to redesign the website of Viceroy’s Urban Retreats brand. Urban Retreats is a collection of luxury boutique hotel properties strategically placed in major urban locations across the United States. Each location is very unique in architecture, style, ambiance, and decor, which presented a challenge when trying to unify them under a single brand website. Rare Medium’s visual design team prepared multiple design composition options, working with Viceroy’s eCommerce marketing and other staff to capture the spirit of Urban Retreats with a new brand landing page.
To simplify site administration, layout and CMS templates created for the VHR redesign were also leveraged for Urban Retreats, but a new color palette provides a unique identity for each hotel.
