Hotel Indigo marketing collateral
What did we do?
Once the overarching brand had been refreshed, we set about recreating every piece of in-hotel marketing collateral. Because the brand is all about the local area, it was imperative to give hotels the opportunity to express the strengths of their immediate vicinity.
A colour palette was also created that enables each hotel to choose which colours to apply to each collateral element. Photography style was also fundamental to this brand as photography is used to express the importance of the location.
Choosing a style of photography that captured the essence of the local areas was absolutely fundamental. It was also crucial that we chose a paper stock to suit the brand, one which enabled the ink to soak in, giving a much deeper, more rustic, feel.
What did we achieve?
We successfully created collateral that could be rolled out globally whilst retaining consistency in look and feel, thus enabling each and every hotel to 'shout about' the local area.
Photography, prevalent throughout the collateral, gave a sense of 'localness', whilst the use of colour created a vibrant feel. Add to this a great paper stock with a matt finish and the brand came alive.
The brand was immediately recognisable as part of the same international hotel group whilst being differentiated by the hotel’s locality, a great example of how to strike the balance between appearing boutique, yet still remaining part of a global brand.