The Need
Built in the 1930’s in the art deco style, University Towers is located in the university district in Seattle (akin to the Fillmore District in San Francisco). As part of a major renovation in the 1990’s, the owners wanted to rebrand the property with a name that fit its architecture and proximity to the university fraternities and sororities.
The Name
The Hotel Deca name chosen because it accomplished all of their naming goals: it tied back to the art deco style, it appealed to the local fraternities and sororities and their social chairs because “deca” is from the Greek for 10, it differentiated the property from all competitors throughout Seattle, it was easy to say, spell and remember, and it was short (easily fitting on signage and other brand touch points).
The Result
Hotel Deca was extremely well-received and became an important mainstay in the university district until it was acquired by an investment firm and redesigned in 2018.