Caption by Hyatt
Strategy and Design Consultant (Contract)
Figma
Illustrator
1 Project Manager
7 Consultants
Brand Strategy
Ad Design
September - December 2025
Role
Focus
Tools
Team
Timeline
Context
Background
Caption by Hyatt Kabutocho Tokyo is a lifestyle hotel set to open in October 2025. Designed for socially driven travelers, the hotel emphasizes community, local culture, and vibrant shared spaces, offering a more modern and connected alternative to traditional hotel stays within the Hyatt portfolio.
The Problem
Tokyo’s hotel market is highly saturated, with travelers choosing from a wide range of global chains and boutique hotels. As a newer and less recognizable brand within the Hyatt portfolio, Caption by Hyatt Kabutocho Tokyo struggles with low brand awareness, making it less likely to be considered by tourists during the booking process.
The Ask
Develop a strategic communication plan that increases brand awareness and consideration for Caption by Hyatt Kabutocho Tokyo. The goal is to leverage viral and social-first marketing strategies to generate interest, differentiate the brand, and position it as a preferred hotel choice for travelers visiting Tokyo.
HMW Statement
How might we build awareness and consideration for Caption by Hyatt Kabutocho Tokyo following its opening, positioning it as a top-choice hotel for Tokyo visitors?
Marketing Methods
Matcha Making
Experimental Marketing
Matcha Sampling Cart
Stationed around tourist spots or outside hotel to draw people in
Cup holder personalization (design yourself) on event day
People post their customized cup sleeves on Instagram with #captioncup and Hyatt chooses a winner to win free matcha powder
Digital Marketing
Giveaway
First 50 visitors who post on Instagram with a Caption branded hashtag get free reusable matcha cup with Caption logo on it
Incentivize audience & ties into sustainability
Ikebana
Experimental Marketing
Seasonal Editions
Tying workshops to Japanese seasonal flowers, using FOMO (“only here for this season”) tactics
Include seasonal snacks and ikebana-related merchandise (tote bags)
Cozy Craft Corner
Encourage sustainability with a station where guests can make pressed-flower bookmarks from leftover stems
Café Corner
Serve lattes + Japanese sweets, with flower-themed latte art and photogenic table arrangements with ikebana designed for Reels/TikToks
Digital Marketing
Social media campaigns
#BloomAsYouAre, inviting Gen-Z to showcase their unique, authentic selves and ikebana arrangements
Partnerships with Gen Z influencers
Attend workshop and create content to show the behind-the scenes to ikebana (encourage #ikebanything)
Color Analysis
Experimental Marketing
Experiential photo opportunities
Mirror with “This is your color. #ColorAnalysisAtCaption”
Similar to Glossier’s “You Look Good” mirror in their own stores
Speciality Color-Coded Drinks
Guests can get speciality drinks related to their color analysis, such as “Warm Spring Lemonade”, “Cool Summer Soda”, and “Winter Cold Brew”
Photo Booth
Guests can take photos with their friends after their color analysis
Digital Marketing
Partnerships with influencers
Inviting influencers to the workshop to create content
Posting pictures at the Color Analysis Mirror
Market Trends and Suggested Pop-Ups
Tourism is increasingly shifting toward activity-focused experiences rather than traditional sightseeing. Travelers are seeking sustainable and eco-friendly options, reflecting a growing awareness of environmental impact. There’s also a strong trend of blending modern and traditional Japanese elements, offering visitors a unique cultural twist. Additionally, social media plays a major role in shaping travel decisions and inspiring where people choose to go and what they do.
Due to these market trends, we came up with three pop-ups for Caption by Hyatt Kabutocho Tokyo to potentially implement within their Talk Shop: Matcha Making, Ikebana (Japanese flower arranging), and Color Analysis.
Matcha Making
Promote Japanese culture to locals and tourists through a trending, social activity, in partnership with a sustainable family-owned tea company. During the workshop, visitors will be able to learn the traditional Japanese matcha making process.
Color Analysis
Promote sustainability for visitors to choose intentional pieces for their wardrobe based on their natural aesthetics. During the workshop, visitors will receive personalized guidance to better understand which palettes suit them best.
Ikebana
Create value-driven experiences for both locals and tourists and emphasizes self-expression, creativity & social connection. During the workshop, visitors will be able to learn the art of Japanese flower arranging.
Ad Mockups
Display Ads
As the final part of this project, I created ad mockups for each of the three pop-ups. Using Caption by Hyatt’s design system, I ensured the ads remained consistent with the brand’s visual identity while supporting each pop-up’s concept.
Native Ads
Retargeting Ads
Reflection
This project was a rewarding experience that allowed for a high level of creative exploration.
I’m so grateful for the Hyatt team as they trusted me with their brand assets! Through designing the ad mockups, I strengthened my ability to work within established brand guidelines while maintaining a cohesive authentic brand identity.
I also want to thank the other consultants and our project manager for such an amazing semester and deliverable!
