Rethink Rebrands Vancouver's YWCA Hotel as Hotel Willo, Drawing on Native Willow Tree

Rethink, a Toronto-based agency, has rebranded a boutique hotel in downtown Vancouver, previously known as the "YWCA Hotel," to "Hotel Willo." This transformation comes after the hotel was upgraded and recognized as one of Vancouver's top accommodations, with each booking supporting YWCA BC's community initiatives. The former name led many potential guests to mistakenly view it as a shelter or women's residence. Instead of merely modifying the YWCA connection, Rethink opted for a fresh identity. The new name draws inspiration from the willow tree, native to the area and characterized by its charm and shelter. The logo features a design resembling the willow's silhouette, complemented by a cohesive color palette and a confident wordmark, utilized across various materials. Out-of-home advertising adopts a casual tone, with messages like "Vancouver's easiest, breeziest downtown stay." This rebranding effectively addresses the previous name's challenges, promoting the hotel as an affordable and memorable destination.