LBA Hospitality · Nomia & Stratus
a home base
for travelers.
Naming and launching two food-and-beverage concepts for a 100-year-old hospitality company building its first owned outlets, not just a managed property.
LBA, a century-old hospitality management company, came to Maycreate while opening Chattanooga’s first Hyatt property. It marked LBA’s first venture into owning and operating its own restaurant and rooftop bar, rather than managing someone else’s concept.
LBA had managed hundreds of hotel properties for other owners, but this was its first time developing and launching its own food-and-beverage concept end to end. The restaurants had real starting points, but not yet a full brand position or strategy for pulling in local Southside diners alongside hotel guests.
In addition to launching two food-and-beverage concepts, LBA was building a new service category for themselves, one they hoped could become a model for future properties.
For the rooftop bar, we preserved the spirit of their team’s goals while finding a stronger, more marketable path forward, landing on Stratus. For the restaurant, we coined Nomia, rooted in “nomad,” to describe a home base for travelers and deliberately abstract enough to give LBA room to breathe and shift as the concept evolved.
Both rolled out through a soft-launch event and microsite, followed by a full grand opening.
Naming
Brand Identity
Copywriting
Website
Advertising
SEO & Analytics
B2B
The interior design team’s reaction to the Nomia mark was immediate, a complete match for the space they’d already envisioned. Stratus has already begun pulling in local traffic beyond hotel guests, exactly the goal we set out to hit.
years of equity carried into a new name, not abandoned with the old one
weeks from platform approval to full market launch
disciplines delivered under one roof, start to finish
“A home base for travelers — abstract enough to grow into, specific enough to mean something on day one.”