Glendale Express
Everywhere, bygone-era relic hotels hold huge untapped value. Brand-led thinking unlocks it, shaping signature style, service, and experience around modern guest sensibilities. Case in point, the Express rebrand concept pioneered in Glendale. What began as an evolution to a '70s chain property became something revolutionary along the way: a flex hotel with the charm, character, and perceived value of a boutique brand.
A Dramatic Location Transformation
For the doubters, haters, or just LA drivers, Express not only owns its location and new look but proclaims it boldly, with a giant freewayside building mural that makes Glendale a point of pride for miles around. More importantly, the new exterior signals to guests they’ve arrived at the perfect place for California dreamin’ and WiFi streamin’.
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![before](https://cdn.wearefine.com/system/uploads/fae/image/asset/6709/lg_image_1.jpg)
![Man with camera](https://cdn.wearefine.com/system/uploads/fae/image/asset/6608/sm_Glendale_04.jpg)
People of the Flipside
An easy-access location on “the flipside” of the Hollywood sign inspired a vision for a launchpad perfect for urban explorers, LA daytrippers, filmmakers, and beachgoers. A custom photo shoot orchestrated an imagery library for all occasions, depicting a great place for them to stay; an even better place for them to GO.
Check Out the New Lobby
Most mid-tiers tout table stakes (sleep, cleanliness, hot breakfast, free WiFi, friendly staff). Express creates a set for stories, where guests create their own unscripted adventures. It starts where you check-in, with a new lobby where you and your gang can laugh and loiter.
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Stay Way Cooler in the Pool
A fun, upbeat, vintage-inspired vibe plays out all over the property. Balconied rooms, abundant free parking (not a typo, free), and (most importantly) a re-imagined, and inflatable pink flamingo-compliant pool scene make Express a scenester's scene.
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A Name and Identity From the LA Heyday
A freewheeling name and identity Express the property's new brand spirit through the feel of a trip back to the mid-century LA heyday, pulled off with bold colors like Glendale green, and a look that does kitsch just right.
![Green Glendale Express keychain with logo and palm tree lock up in white](https://cdn.wearefine.com/system/uploads/fae/image/asset/6648/sm_Glendale_14.jpg)
Signature Operational Moves and Schwag
Appreciation for 50s nostalgia comes through in details like a proprietary script typeface, and recurring line drawing motif. Fun, retro schwag and operational touchpoints like old-timey key tags, un-businessy cards and stationery system complete the picture.
Photoshoot
A custom photo shoot orchestrated an imagery library for all occasions that depicts a great place to stay, and an even better place to GO.
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Digital as a Destination in Itself
A slick, responsive, mobile-friendly website goes far beyond baseline booking. It’s custom-made, minimal in content (yet maximum on attitude), emphasizing play, motion, and social personality. Imagery becomes a mainstay on Instagram, with the feel of user-generated content meant to inspire user-generated stories, and a Spotify playlist or two.
![Man drinking coffee out of a white mug with the Glendale Express logo on it](https://cdn.wearefine.com/system/uploads/fae/image/asset/6680/sm_Glendale_21.jpg)
Outlook: Vibe-Rich
T-Shirts and totes for casual adventures, flipside-flops and towels for poolside or beachfront become tools for exploration. Even a fortune-telling inspired ad campaign predicts your vibe-rich future at Glendale Express.
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Grab. Go. Repeat.
Maybe sit down restaurants lose you at sit. Maybe you're tired of battering well-worn vending machines that steal your coins. Either way, new grab n’ go options, and even popups for pop tarts, sell the Express dream.
![Glendale Express brand book showing the cover and interior pages](https://cdn.wearefine.com/system/uploads/fae/image/asset/6694/sm_Glendale_29.jpg)
A Comprehensive New Brand Standard
Extensively documented brand and visual standards push a consistent Express service and style approach to the forefront, in Glendale and all future locations. A new brand stands poised to invade a relic property near you.
Services