Brief
Define a master product and rebranding plan for Hospes Hotels, to lift up the brand standards and anchor Hospes as a highly recognizable leading operator within the luxury and heritage hotel segment.
Review the naming strategy, identity, product offering and hotel renovations in order to help propel Hospes Hotels into new markets and attract a broader customer base.
Create, develop and roll-out the full brand identity and product standards of 9 Hospes hotels.
Solution
In-depth research was conducted – from carrying out market surveys, to interviewing key stakeholders & associates, to doing brand & product analysis in order to understand tomorrow’s travelers expectations.
Following this, YouMakeMe defined the new Hospes Hotels Brand standards in terms of Design, Experience, Guest Service, F&B Offerings and Brand activation.
From a branding perspective, a separate creative agency was appointed by Hospes to help re-imagine the new Hopes brand design systems and mechanics.
Staying true to the Hospes essence and DNA, the branding identity was designed to reflect the emphasis on artisan craftsmanship and local culture, combining elements of modern and heritage design, with a touch of Spanish flair.
YouMakeMe then worked closely with Hospes team to roll out the new Branding identity including their digital assets on the one hand and the new product standards implementation on the other, for their entire portfolio.
A crucial part of this was establishing key local identifiers for all the Hospes destinations, whether through textures, colors, or iconic symbols, then seamlessly integrating them into the branding to translate the distinct character and individuality of each city and make guests feel more connected to it.
Outcome
The overall rebranding of the 9 properties during the pandemic paved the way for a smoother and speedier recovery. While enhancing the boutique luxury lifestyle positioning of the Hospes hotels, we took each of them to a new level of visual impact that is fully coherent and in tune with the brand proposition which revolves around providing well-curated experiences with local expertise.
Scope
Market Research
Brand Strategy & Repositioning
Product Development & Implementation
Branding Management & Roll-out
Experience Design
Art Direction
Digital Consulting
Content & Storytelling
Interior Design Consulting
