Lyric
Changing how we live when we travel.
Lyric is a lifestyle hospitality company and definitively new type of hotel product focused on apartment style living. Backed by top tier investors including NEA, FifthWall, Starwood Capital, Tishman Speyer and Airbnb Lyric set out to create technology and experiences to attract a whole new segment of inventory and travel within real estate and hospitality. I was brought in to help create a new brand to represent this growing and evolving category focused with our focus being the modern business travelers and their changing needs. With the founders we set out to define both the. category and the guest experience best suited for our target audience.
I built a cross-functional team of architects, writers, designers and marketers, to define the product and create all the major experiential touchpoints (digital and physical) of what we definitively positioned as the premium experience in the flex apartment category. From our consumer research we learned that most travelers accessing mid-tier inventory were wanting to feel more connected to their destination as well as more independent in their stay which translated to a feeling of home where. they could actually experience more during. their stay. Whether it was healthy living, keeping home workout and sleep routines, more space to work or feeling connected to the neighborhood, our guests were looking for a place to call home as they traveled.
Aspirational Target
Creative Modern Business Travelers
Our consumer research and design imagination sparked the development of the the Creative Suite™ which focused on Productivity, Renwal and Local Connection. Through a strong mission, clear positioning and a purpose-built design experience we were able to successfully attract millennial business travelers looking for more opportunities to harness a clear work/life balance.
Brand & Product Strategy
The Creative Suite
A network of living spaces that focus on personalization, purposeful design and local community to help you recharge, inspire productivity, and discover new experiences while you travel.
Experience Pillars
1. Create
Empowering New Ideas
Everything we do is designed to inspire new thinking and help bring it to life in the world. From bright studio-like spaces to tools and resources that allow you to express your unique ideas, we’re designing a platform that empowers people and facilitates creation.
2. Renew
Recharging Bright Minds
We create opportunities for relaxation and recreation to help you let go after a productive day, leaving you reinvigorated and rejuvenated for when it’s time to start the next one. From restful sleep to energizing exercise, we guide you to clear your mind, making room for the next great idea.
3. Connect
Expanding Perspectives
We bring fresh ideas, new points of view and creative people together to foster communication and transform perspectives. We create a curated experience of the sights and sounds of the city to connect you to its culture and its communities.
Brand Identity & Design
An Identity Inspired By The City
Inspired by the movement and shapes of the city and urban living, my team developed a brand identity system that expressed the uniqueness of each neighborhood’s culture, style and identity. Every city has its own lyric.
Strong Growth & Guest Love
With a well defined product Lyric was able to secure real estate deals with the NMHC’s top 50;. 14 new markets were added to the portfolio. Guest Satisfaction scores through direct and OTAs (Online Travel Agents) were an average of 4.84 and NPS was a 70+. Strong growth and partnerships enabled Lyric to land an impressive 180 Million Series B and a prime property in New York City’s Financial District.