Crowne Plaza artwork & collateral
What did we do?
IHG and Crowne Plaza recognise the importance of ensuring that their brand always reflects their brand principles and remains modern and fresh, appealing to their target market. When we began our relationship we were all aware of the need to reconsider each piece of artwork collateral used in every hotel around the world.
We decided upon a toolkit of elements; the thumbprint logo and accent colour, tone of voice, format and function requirements, colour palette – and created a suite of collateral for global use.
We used the rules from each element of the toolkit and applied them to both a US format (imperial) and a ‘rest of world’ format (metric) for each piece of artwork. Crowne Plaza is a global organisation so inevitably the design of collateral in dual language was a necessity, hence we created each piece in dual language versions including Latin, Chinese and appropriate Middle Eastern languages.
At the end of this project the number of artwork pieces that we created eventually amounted to over 600 separate pieces.
What did we achieve?
Every piece of collateral is an expression of the brand, reflecting the Crowne Plaza personality that connects with guests and employees worldwide. We provided every piece of artwork as editable files for all of the global regions to access, in essence we saved Crowne Plaza time and money.
We generated an ftp portal as a central resource for all of the artwork, a ‘go to’ place to access and amend accurate artwork that has been pre-approved. This enables employees worldwide to produce all essential pieces of marketing material easily and quickly. Crowne Plaza have a global, straightforward method of ensuring that all their material, in every hotel, is correct, consistent and on brand.
The artwork collateral and process that we produced for Crowne Plaza updated their brand identity to create total global consistency. It revolutionised the method for production of the artwork collateral for each of the 400 hotels worldwide.