DESIGN CHALLENGE

Rebrand a luxury hotel. Use a comprehensive design process, including research, analysis, business strategy, and organization, to create a brand identity program. Design the primary identity and apply it to a variety of brand touchpoints across media. Design a brand manual to understand who the brand is, what it stands for, and what it promises to deliver. This will guide how marketing materials are conceived and produced in the future.

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CREATIVE SOLUTION

I rebranded the luxury hotel Pan Pacific Orchard Singapore as Elements to highlight its connection to nature, focusing on the four themed terraces—clouds, garden, beach, and forest. The logo, paired with the tagline ‘Experience Nature’s Harmony,’ reflected the hotel’s architecture and sustainability efforts. I positioned it as a high-end, yet inviting luxury hotel, differentiating it from competitors while targeting middle-upper-income tourists and business travelers, aligning with its prime downtown location and conference facilities.

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WHY THIS MATTERS

Effective communication of the new identity and unique features helps differentiate the hotel, strengthen its appeal to luxury travelers, and leads to increased brand recognition and customer engagement.

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DELIVERABLES

1) Business card

2) Letterhead + second sheet, 

3) #10 envelope

4) Note card

5) Brand manual, 8” x 10”

 

Ideation and process work