Built off of a peoples choice vote for the name and identity, OOC created a series of names and identities to match those names. A large contest was held in New York City to choose the final identity. The “Hello My Name is…” campaign, contest, received media buzz and was picked up through several social media platforms. Once the identity was chosen, the brand became an instant hit and was adapted throughout the hotel. The MAve was derived from its location on Madison Avenue. The identity was created to stand the test of time and look like it belongs on the ever popular location. The MAve direction was to be an urban hotel yet have the sophistication of a boutique lifestyle hotel. So the final identity needed to complement the urban art and flavor of both the interior art and design.