A brand identity system for a premium hotel

Business objectivesIncrease sales, New offering
Kerry Hotels
Systems Communications

Creating a premium hospitality brand

Stepworks was invited to help develop and document the branded collaterals for Kerry Hotels, a luxury hotel chain by the Shangri-La Group.

The first property was the Kerry Hotel Pudong, Shanghai, a 574-room five-star hotel in a mixed development. Defined by a spirited style and a careful attentiveness, Kerry Hotels offer a luxurious stay with inspirational experiences. 

Stepworks developed the overall design language and established a brand identity system for future Kerry Hotels to follow. In addition, launch collaterals and campaigns for the hotel and several of its outlets were developed within a demanding timeline.


Value created

Premium positioning – Kerry Hotel Pudong, Shanghai launched as a luxury property offering a premium guest experience.

Impactful launch – Meticulous planning and execution ensured a smooth rollout for the property, from soft opening to grand launch.

Effective teamwork – Following the successful collaboration Stepworks went on to help with the branding for the Kerry Hotel, Beijing.


The monogram provides a sense of continuity throughout the property

Photo of Kerry's Hotel brand identity guidelines
The hotel’s brand identity became an integral part of the guest experience


Branding Communications

Establishing an image of consistent quality for a hotel chain

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.

Value created

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.

A brochure series pre-sold the hotel to trade audiences before the hotel opened

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