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| The Address |
| Delivering a holistic experience for a new premium hotel concept |
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BRIEF
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Develop the brand and experiential concept that would define this contemporary, premium hotel group in a highly competitive market.
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CHALLENGE
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| The Address is positioned towards the 4/5 star mass luxury lifestyle hotel market typified by hotels such as the W. With the sector commanding high occupancy and room rates, competition is high, demanding exceptional standards of quality. The challenge would therefore be how to position the brand so that it wouldn't be seen as a 'me-too' and create a new standard in the sector. |
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SOLUTION
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We created a sophisticated, experiential brand for The Address. With a strong insight, brand idea and look and feel at its core, the brand expression can be tailored to each of the four categories – urban, retreats, resorts, and flagship hotels – creating a sense of place for each property. Subtle and innovative use of the square in the logo has also created a brand with a powerful consistency, right down to style of the cocktail stirrers.
The concept has delivered business results leading the client to comment:
“Business-wise the branding has made all the difference. The luxury market here is so crowded and it has helped us get a premium room rate.”
Amit Arora, Corporate Director of Sales and Marketing
Summary of deliverables
- Brand strategy
- Brand architecture
- Brand identity and look & feel
- Guidelines
If you like to know more about our work,
please email our Communication Manager Carolina Salas at:
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