Rebranding a Route 66 Landmark Motel
On historic Route 66 in Albuquerque’s vibrant Nob Hill neighborhood is Hotel Zazz, the bold reimagining of the former University Lodge motel. The property is the lifelong passion project of a local entrepreneur whose parents owned and operated the motel beginning in 1996.
When she set out to transform the family business, her mission was clear: create a hotel that was unapologetically colorful, immersive, and joyful—a celebration of art, sound, and community that reflected the energy of Albuquerque itself.
THE CHALLENGE
The property had history and heart, but the old University Lodge name and look didn’t match the owner’s dynamic vision. She needed a brand that could encapsulate the experience she was creating – one that was artsy and eccentric, yet welcoming and purposeful.
The challenge was to communicate not only the vibrant personality of the hotel but also the “why” behind it: a deep commitment to sustainability, community connection, and charitable giving.
THE SOLUTION
PRIME was brought on to develop a brand identity that would transform her dream into a cohesive and unmistakable hospitality brand.
From dozens of name concepts,one name stood out: Hotel Zazz, short for pizazz. The name perfectly captured the hotel’s essence: fun, fearless, and full of life.
We built the brand’s visual identity to match its energy. The logo, featuring geometric forms filled with kaleidoscopic patterns, ties together themes of light, movement, and creativity. The brand guide showcases a bold palette of Magic Magenta, Purple People Eater, Gold Standard, and Zazzy Blue, colors that mirror the hotel’s “melody of chromatic visuals.”
Selecting the right San Serif fonts gave the brand a modern, architectural feel, grounding its wild creativity in a refined aesthetic.
PRIME also provided consultation and creative direction for the hotel’s on-site experience. We developed signage, decals, and collateral that immerse guests in the brand from the moment they arrive. We also provided art direction for the website, ensuring every digital and physical touchpoint radiated the same Zazz energy.
THE RESULTS
Hotel Zazz opened in fall 2022, immediately catching the attention of travelers and locals for its art-filled rooms and kaleidoscopic architecture. The property now stands as a landmark of Nob Hill and a symbol of Albuquerque’s creative renaissance.