What did we do?
How does the world's largest hotel chain inject real personality into its boutique hotels?
We were invited to implement a brand refresh for InterContinental Hotels Group's (IHG) boutique hotel brand 'Hotel Indigo'. Hotel Indigo is a worldwide chain of 36 boutique hotels. Their brand was established but with a visual and verbal identity that was neither coherent nor consistent. Designers, copywriters and 'team members' (aka employees) the world over were unsure as to how to bring the brand to life. Significantly, customers were confused as to what Hotel Indigo stood for as their image was inconsistent from country to country.
So, we took the brand's solid principles and created a new identity, design guidelines, tone of voice, training manuals, motivating video presentations and a complete suite of collateral. All of which are now striking, true to the brand, straightforward and accessible.
What did we achieve?
We provided over 100 complete and editable collateral artwork files in US and metric format to speed up implementation across all hotels globally. This was something that the brand had never had before. It enables quicker decision making between managed and franchised hotels by eradicating the usual creative approval process.
The brand basics were refreshed. A colour palette with three vibrant core colours, which can be alternated across all collateral and communication, was introduced. This allowed for a more creative approach, allowing each hotel owner the freedom to customise their particular hotel pieces without straying off-brand.
Let's get to the nitty gritty: our refresh of the brand resulted in an 18.9% increase in revenue. The revenue per available room increased by 20.3%. Hotel Indigo has become the 3rd largest brand in the boutique hotel industry, thanks to the change of positioning and identity.
What did the client say?
"The way that Pixel8 translated the brand values and brand personality into simple operational guidelines and marketing communications was absolutely fantastic."
Director of Brand Management, Global and Upscale Brands, InterContinental Hotels Group