Challenge
Since its founding in 1962, Motel 6 has represented a simple but disruptive promise: a clean, comfortable room at an affordable price. Over decades, competitors replicated the model, and the segment became increasingly commoditized. Meanwhile, guest expectations shifted toward design-conscious, experience-driven stays.

The challenge was twofold:
How do you elevate an iconic budget brand without compromising its accessibility?

And how do you transform the original Santa Barbara property into a scalable experiential prototype for the broader system?

Problem
While brand recognition remained strong, the physical expression of budget hospitality had become transactional. Rooms delivered utility, but not narrative. The cultural relevance of the 1962 origin story had faded from the guest experience.

Key constraints included:

• Maintaining affordability and operational discipline

• Preserving authenticity of the original brand ethos

• Avoiding over-investment that would distort value perception

• Competing in a hospitality market increasingly influenced by visual storytelling and social media

Additionally, the original California beach spirit that defined the first Motel 6 location had never been codified into a transferable experiential framework.

Solution
We developed an integrated brand identity and environmental design system anchored in a clear experiential premise:

Bring the California beach vibe nationwide—so travelers everywhere can experience the original classic as it was first felt in 1962.

Brand Strategy
“Classic” was reframed as timeless rather than retro. The identity system drew from mid-century modern principles—confident typography, sun-washed coastal palettes, and clean architectural geometry reflective of early California roadside culture.

The goal was to translate heritage into a contemporary design language that could scale across markets while remaining economically viable.

Environmental Design
The Santa Barbara property became the experiential flagship—a vintage yet fresh mid-century modern beach motel.

Key elements included:

• Custom storytelling artwork in guest rooms referencing 1960s California travel culture

• Branded graphic installations connecting guests to the origin narrative

• Materials and color palettes inspired by coastal light and landscape

• Curated furnishings that elevated perception without compromising efficiency

Each room was conceived as a micro-experience—an immersive nod to the original American road trip era. Guests anywhere in the country could step into a space that captured the emotional essence of 1962 Santa Barbara.

This was not about adding luxury. It was about adding meaning.

By repositioning the original property as an experiential flagship rooted in its California heritage, Motel 6 Classic shifted guest perception from purely functional lodging to culturally resonant destination—while maintaining its budget-oriented DNA.

Measurable Impact

• 📈 Higher bookings, driven by renewed brand relevance and destination appeal

• 💰 Increased average room rates, supported by the elevated visual and experiential environment

• 📸 More shareable social media moments, fueled by custom storytelling artwork and cohesive design details

• 🛏️ Longer stay durations compared to standard locations, as guests perceived the property as an escape rather than a transactional overnight stay

• 📈 Increased order traffic from new customers

• 🚚 10% higher delivery sales

• 👨‍👩‍👧‍👦 Larger groups of regulars dining in more frequently

• 🔁 Re-engagement from longtime loyal customers

• ✨ Elevated perceived value among existing guests

• 🧭 Stronger appeal to a younger, growing local audience