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A brand identity system for a premium hotel

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.

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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.

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The monogram provides a sense of continuity throughout the property

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

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