Approach
We shaped a renewed identity that reflected the precision, elegance and exclusivity associated with the world’s top luxury hotels.
Hospitality Operator Brand Development
Global Hotel Alliance
Dubai, UAE with Global Rollout
We shaped a renewed identity that reflected the precision, elegance and exclusivity associated with the world’s top luxury hotels.
The rebrand began with a strategic review of existing materials, member insights and the expectations of international partners. Research revealed the need for a more streamlined visual system and a stronger narrative that could speak confidently across multiple markets. This guided the development of positioning, tone and the new visual direction. A refined graphic language was then introduced through a crafted wordmark, a structured typographic system and a calm, minimal palette. The visual identity was designed to complement a wide range of property styles and cultural contexts, ensuring global adaptability for both digital and offline use.
We delivered a complete rebrand supported by comprehensive guidelines and a flexible system for global campaign activation.
A full brand guideline suite outlined application rules for partner hotels, covering digital styling, printed materials, membership communication and hotel-level integration. Templates were created for onboarding packs, presentation tools, social media assets and programme collateral to support consistent use across continents. Campaign direction and creative material were developed for priority markets in the USA, Europe and Asia. This included layout systems, imagery style, copy tone and digital campaign structures that helped the alliance present the brand consistently to frequent travellers, media partners and global audiences.
The cohesive brand system enabled smoother adoption by international hotels and improved the impact of campaigns across the USA, Europe and Asia. Member communication became clearer and more refined, giving frequent travellers a stronger sense of belonging within the tier. The updated identity supported the alliance in presenting a unified luxury message and strengthened partner acquisition efforts in key global markets.
Global Hotel Alliance, Discovery, Ultratravel Collection
