Leading Hotels of the World (LHW) is a luxury hospitality association owned by Hotel Representative. It is a largest luxury hotel collection with more than 400 hotels and resorts around the world. However very few people know they exist and as a brand has no meaningful differentiation among luxury travelers. This was a pitch to redefine their brand and make LHW famous for next-generation luxury.
When we first started exploring their 'new' brand identity we needed to understand what sort of personality LHW will be communicating. So I suggested to the team to create a persona around the brand. If LHW was a person, who is this person now and who they need to become. We already knew who use this brand now but in order to lead to where they want to be, we needed to imagine who will be the next LHW spokesperson.
After identifying several personas, we collected adjectives, colors, typefaces, scenery images that goes along to describe them. This exercise helped us narrow down what we thought the new LHW will look like.
Next Generation Luxury
When defining Next Generation Luxury, we knew that the new coming era of luxury was not going to be pursued through items but through experiences. Unordinary and unscripted travel stories were definitely going to be the new status symbol. Problem was, travelers couldn't plan what they didn't know. Therefore, we wanted to make sure that the new LHW will be enabler of story-worthy travel. To become the guide to the remarkably uncommon. We created a series of travel stories by 4 personas. Below is a story of 3 days in Istanbul by Zaha Hadid.
AGENCY: AKQA,
ROLE: BRANDING, LOGO DESIGNS, IPAD APP DESIGN
