THE SOLUTION

Our Working Smarter methodology is based on building brands that really work at achieving their objectives. We knew that Crowne Plaza needed a team of brand specialists to help them achieve global brand consistency and worldwide recognition to champion the brand and understand its values, mission, and role within collateral.

Our ‘Moment in a Moment’ concept delivered prominence and trust across all imagery, and this involved three global photoshoots, creating assets that were tactile, inspiring and different to anything produced previously - increasing the overall value of the Crowne Plaza brand and highlighting its importance as the hotel chain that helps people reach their personal business goals.

We also had to apply fixed brand rules focused on the day-to-day real-world implications of using global brand guidelines to ensure they were easy to interpret and apply to every user in every country.

THE OUTCOME

The new brand guidelines now provide everyone with the everyday tools they need to showcase the brand in its best light and multiple languages across the world. It has also revolutionised production methods, with a suite of over 600 editable artwork files, over 1000 photographs capturing all business scenarios, made available for each of the 400 global hotels. Giving Crowne Plaza employees the capabilities to produce consistent on-brand material quickly, easily and without any confusion.