Hotel Indigo global photography
What did we do?
The new guiding principles that we allocated to Hotel Indigo are ‘vibrant, inviting and local’. We understood that these are an abstract concept and knew that they had to be brought to life through beautiful imagery. Photography is often the first set of brand imagery that a customer connects with and it’s imperative that it’s emotive and represents the experience a Hotel Indigo visitor can expect. At Pixel8 we certainly love great photography (there’s a number of budding Rankin’s between us) and we always make sure that we get it just right.
We concentrated on the brand ethos and principles and style in which it was shot; we captured that special warmth and feeling of being present in the local neighbourhood.
We commissioned Jerome Lorieau (a seasoned global session photographer specialising in location imagery) to shoot on location in London. We purposely avoided typical images of marble hotel floors and fluffy pillows and instead we concentrated on delivering a unique and challenging photogrpahic style.
What did we achieve?
Our photography truly captures the Hotel Indigo guiding principles in both the content and the style in which it is shot. We created a sense of intrigue and modernity. Dark, blurred, almost lo-fi imagery created a story and engaged the customers by encouraging questions; “Where is that?’ ‘Who is in that shot?” “What are they doing in the background?”
The imagery was then uploaded to a custom designed brand implementation toolkit (Brandit™). This provides hotel owners with the ability to customise hotel pieces without straying off-brand. They are able to choose from a selection of uploaded photographs and allocate the pictures to collateral as they wish. This empowers the hotel owner to design their own brand style, without the risk of them straying off-brand.
End result? There is a new sense of inclusion and involvement amongst hotel owners, all now enjoying a level of control over the photography that is used to represent their individual hotel.