Award Winning Animation - Branding Journey for Hotel Indigo
Pixel8 recently won an International Hermes Creative Award for our animated Brand Development Journal illustrating the journey we travelled with USA based, global boutique brand Hotel Indigo. Pixel8 were appointed by IHG (InterContinental Hotels Group) to refresh the Hotel Indigo brand ahead of major international expansion. We created the animation for IHG’s Atlanta based Director of Global Brand Management, Upscale Brands, Ed Thorne. Ed wanted an atmospheric and bohemian internal presentation about Hotel Indigo’s development that was still completely on-brand. Lasting just 90 seconds, the animation begins with the image of a hand scribbling a Hotel Indigo logo in pencil on a napkin; reflecting the humble beginnings of the brand. The animation then shows Pixel8 flying across the Atlantic to Atlanta, Georgia and embarking on a global journey, stopping off along the way to conduct focus groups, select Pantone references, commission photography and create tone of voice. The animation illustrates just some of the research, analysis and prep work that we carried out for Hotel Indigo.
Pixel8 Art Director, Al Woods explains, “The brand we developed for Hotel Indigo was relaxed and low key, and our on-brand presentation reflects perfectly. It deliberately raises more questions than it answers and doesn’t force a corporate message. Its gritty, quirky and illustrative feel is totally new to its U.S. audience and is key to its success. From top level internal corporate presentations to trade fairs, IHG has used our mixed media, stop frame style animation to great effect; it has really pulled in and held onto audiences’ attention. It also worked well as a catalyst for discussion.” Feedback from IHG’s Ed Thorne included, “From the choice of music to the edgy graphical style, this clever and characterful animation really sums up the developmental journey that Pixel8 has travelled with the Hotel Indigo brand. It further underlines for me the reasons why I chose a UK-based and globally-looking branding agency to deliver a worldwide brand strategy.”
We strived to create something distinctive and warm to communicate not just the Hotel Indigo brand, but also the personality and technical skill of Pixel8. The International Hermes Creative Award shows that we succeeded! Watch Pixel8’s Brand Development Journey for Hotel Indigo For more details about Pixel8’s brand design and development services please call us in Manchester on 0161 228 6489 – 0845 230 1336 or contact us by e-mail today.