HotelSEO Lab · internal brand review

Three brand directions, one decision.

Same homepage content and sections in all three — only the brand system changes — so this is a true side-by-side of logo, color, typography, voice, positioning and UX. Hover a thumbnail to scroll it; click “Open full page” to walk the real, interactive page.

Name (fixed): HotelSEO Lab → hotelseolab.com Audience: independent & boutique hotels Wedge: AEO/GEO (AI-search visibility)
The Intelligence Lab homepagehover to scroll · click to open ↗
Direction A
Editorial, data-driven, credible — Detailed.com meets a research lab. Authority through depth.
Positioning
The most thorough, evidence-led operator in hotel SEO. “Here’s exactly what we found.”
Headline
Get your hotel found — on Google and in the AI answers.
Palette
#FBFAF6 #17140E #BE7C28 #1F6F6B
Typography
Fraunces
display serif + Inter body + mono data labels
UX signatures
  • Animated demand bars (27,100 vs 590)
  • Mono “lab readout” data callouts
  • Brass underline on key phrases
  • Teal “the wedge” badge on AEO/GEO
Open full page ↗
The Insurgent homepagehover to scroll · click to open ↗
Direction B
Loud, irreverent, founder-led. Pro-direct, anti-over-reliance — swagger backed by real numbers.
Positioning
The blunt, funny operator who helps you win back direct bookings and depend less on the OTAs.
Headline
Get found on Google. Get cited by the AI. Depend less on the OTAs.
Palette
#0E0E0E #F5F2EC #F94725 #2D5BFF
Typography
Archivo Black
heavy grotesque display + Inter body
UX signatures
  • Oversized 3-line color-blocked hero
  • Pausable marquee ticker
  • Sticker shadows / risograph feel
  • Hand-angled strike through “the OTAs”
Open full page ↗
The Concierge homepagehover to scroll · click to open ↗
Direction C
Boutique-hotel luxe. Warm, premium, sophisticated — the site feels like a beautiful property itself.
Positioning
The refined, discreet partner for upscale boutique & lifestyle hotels. Taste + trust.
Headline
Be found. Be chosen. Book direct.
Palette
#16352B #F7F3EA #C9A24B #8A8170
Typography
Cormorant
high-contrast display serif + Hanken/Inter body
UX signatures
  • “Where should I stay?” AI front-desk mockup
  • Foil-gold accents, hairline rules
  • Generous whitespace, slow fades
  • Quiet gold “the wedge” mark
Open full page ↗