California-based PRG Hospitality Group has announced a rebrand, with the group now known as Common Thread Hotels.

The newly reimagined parent brand will replace the PRG moniker across all facets of sales, marketing, branding and corporate relations. The brand’s new identity has been brought to life with a new portfolio website, designed to cohesively represent its vision of contemporary, design-centric boutique hospitality.

The brand’s current collection of hotels within California includes Casa Laguna Hotel & Spa in Laguna Beach; The Prospect Hollywood in Los Angeles; Sands Hotel & Spa, Holiday House and Sparrows Lodge in Palm Springs; San Luis Creek Lodge in San Luis Obispo; and White Water Cambria and Cambria Beach Lodge in the Central California coastal enclave of Cambria. All the hotels and any new future openings, including destinations in Carmel-by-the-Sea and Paso Robles, California, will be branded under the Common Thread Hotels umbrella, alongside its on-property collection of signature restaurants and spas, including The Pink Cabana at Sands Hotel & Spa and The Barn Kitchen at Sparrows Lodge.

Common Thread’s new website features a complete aesthetic rebranding for the company, including a reimagined logo, brand narrative, imagery, video content and storytelling. Internal and external communications meanwhile reflect the Common Thread ethos, ‘with every stay, there is a story’.

“Common Thread represents an important and inspiring evolution for our company,” says David Dittmer, co-founder of the group. “Our hotels have become synonymous with a very special hospitality experience that puts design, personalized amenities, and a true sense of relaxed luxury at the forefront and we feel that this new brand vision captures that approach beautifully.”

The brand’s creative partners include designers Martyn Lawrence Bullard and Nina Freudenberger, among others. Britten Shuford, fellow co-founder, adds: “We began our hospitality journey with the Colony Palms which cemented our passion for the potential of independently minded hotels and we are immensely proud to celebrate the continued growth and progression of our brand and portfolio with the debut of Common Thread Hotels.”