Three branding concepts for a global frequent hotel guest loyalty program for the Regent, Radisson, Country Inns & Suites, Park Plaza and Park Inn hotels.
My Role: Art direction and design of the 3 international branding concepts and their client presentations.
Concept 1:
modus:
> vivendi, personal lifestyle, way of life
> operandi, personal way of working
> your modus, your manner
creative approach:
> emphasize the person in personal and show how program members are engaged
with the program, feel a part of the program.
> modus is a manner for living and operating, so this concept embraces that active
nature and personal interaction.
> energetic, witty, intimate, contemporary
> creates dialogue and focuses on human connection
> tone: conversational, inviting, genuine
Brand Identity – GRAPHIS LOGO international gold award, published in volume 7
Brand Identity
Website
Ads, Posters & Branded Items
Adlob, Billboard
Tiered Membership Cards
Welcome Kit
Concept 2:
creative approach:
> create a brand identity that goes beyond a typical logo mark
> inject strong "welcoming/hospitable" tone into design
> mindful of global sensibility
> elevate value of program and enrich perception with sophistication
> set a comprehensive visual direction, tightly interweaving the new name and
brand mark with the creative campaign
Brand Identity
Welcome Kit
Tiered Membership Cards
Ads, Posters & Collateral
Concept 3:
stay rewards:
> benefit of being a guest
> invitation to experience our hotels
creative concept:
> emphasize experience of when you stay with our hotels
> demonstrate how your rewards add up when staying with us
> contemporary, stylish
> tone: fun, warm, relevant, natural
Brand identity
Tiered Membership Cards
Direct Mail
Ads & Posters
Welcome Kit
