Company: Tarsadia Hotels, Newport Beach, CA
Company Description: Headquartered in Orange County, California, Tarsadia Hotels is one of the top privately owned hotel companies in the United States. Tarsadia is recognized as a first-class developer and operator of hospitality-related assets.
Nomination Category: Advertising/Design Craft & Technique Categories
Nomination Sub Category: Best Corporate Identity/Branding Design

Nomination Title: Rock Your Room [Creating the Hard Rock Hotel San Diego Brand Identity]

    The date on which this nominated branding/design was first run, aired, or otherwise made public:

        October 2007

    Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

        Hard Rock has undeniable worldwide brand recognition for its Cafes, but its
        Hotels are relatively unknown. Tarsadia Hotels’ Marketing Agency was responsible
        for developing a contemporary, cohesive brand identity for the opening of Hard
        Rock Hotel San Diego and its on-property venues, including Rock Spa and
        Maryjane’s Coffee Shop. Working with a minimum of required brand assets, a list
        of 150 items and only four months’ time, the team utilized numerous design and
        printing techniques to develop a collateral package that spoke to the hotel’s
        high-end clientele while supporting Hard Rock’s five brand pillars: Irreverent,
        Passionate, Unpredictable, Democratic and Authentic.

    List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

        Client: Hard Rock Hotel San Diego
        Creative Director: Pat Patel, Lynn Kozlowski, Sarah Holt, Sabrina Wilson
        Writer: Sarah Holt, Sabrina Wilson
        Designers: Punita Desai, Unmesh Patel, Kari Morris