Traders Hotels is a mid-market hospitality brand by Shangri-La Hotels and Resorts. Located in the business hubs of Asia and the Middle East, Traders Hotels are the practical choice for business and leisure travellers.
The Traders’ team spearheaded a comprehensive revamp of their various properties with a brand refresh project. Stepworks joined the initiative as brand identity development partner, following successful outcomes of previous collaborations.
Following a meticulous discovery and design process, the revitalised brand was launched with a new visual identity. A wide range of brand touchpoints that elevated the guest experience, and brand guidelines were also developed.
Design longevity – Still in use after a decade, the logo and design language have proved their long-term value.
Cost savings – The detailed brand guidelines enabled the Traders Hotels team to continue to build the brand in-house and with lower cost studios.
Group relevance – Including elements of the Shangri-La Hotels and Resorts Group logo in the branding gave the corporate identity a cognitive consistency.