Stepworks developed a unique design language for the brand identity which included a colour palette, textures and supporting graphics. These became the foundation for consistent branding across the hotel chain in Shanghai, Beijing and Hong Kong.
The brand system was first applied to a set of pre-opening sales brochures that gave important audiences an early taste of the guest experience.
Clearly documented, comprehensive guidelines enable design teams to produce materials that correctly present the Kerry Hotels brand.
Faster deployment – Universal design rules, easy to follow guidelines and well managed digital assets enabled Kerry Hotels localise materials quickly while ensuring creative continuity.
Controlled costs – The corporate communications components were designed with uncomplicated materials, print and colour matching specifications that might increase the difficulty of producing locally.
Positive reviews – A consistent creative approach helped the brand to launch with positive reviews and firmly establish the hotel as a popular premium Shanghai destination.