Case Study: Preferred Hotel Group

Client Relations and Creative Strategy


IndeCorp (later Preferred Hotel Group) provides business development and management support to independent, luxury hotels around the world. IndeCorp wanted to redesign their sub-brands' sites and hired a Microsoft development firm. Subsequently, the Microsoft firm was in need of help with architecture of the multiple sites.

My contribution

Through my contact at the Microsoft firm, I successfully landed the client for the purpose of creating wireframes. To complete the work, client interviews were conducted on site in Chicago and London. Afterward, I pitched tanagram partners' creative services and won the web front-end redesign projects for all sub-brands. The relationship grew to the point that we pitched (and tanagram partners eventually won) an entire corporate identity redesign.


For the primary sub-brand site,, the visit time doubled and sales increased during the same period after launch of redesign in October 2003. Overall, the multiple sites presented the family of brands with more cohesion and greater design quality than before. The identity system, following their name change to "Preferred Hotel Group," further strengthened the company and its brands.

Case Study: Preferred Hotels and Resorts