Crystalbrook Collection
Creating a hotel group with a difference, easier said than done.
The challenge
Hotels. They're increasingly corporate, conventional and stuck in their ways.
So what happens when a hotel group want to challenge that?
What the business needed was a distinct and dynamic brand that would drive loyalty across a portfolio of hotels…
Not just within the context of their competition, but also Crystalbrook Collection’s own portfolio.
Starting with 3 hotels in the same city, just a stone’s throw from each other – in Cairns.
The solution
Throughout the immersion process with trends research and a number of external and internal co-creations – the insight became clear.
Hotels are increasingly homogenous and conventional, either too self-centred or stuck in their old ways.
Introducing the brand idea: ‘Positive Rebellion’ designed to allow Crystalbrook to challenge the conventions of the hotel world, for the better. Putting a spin on the expected and disrupting the tired and corporate clichés of the hotel world.
The first step. Individuality.
The brand architecture and strategy was created to enable distinct personalities of each of the hotels shine through.
Within Cairns, let me introduce you to: Flynn, Riley and Bailey.
Get ready. For a positive rebellion.
Results
The brand strategy was flexible enough to enable unique personalities to shine through in 2 additional purchases since, including 1 in Surry Hills Sydney and 1 in The Rocks
Deliverables:
Brand Positioning – Brand Strategy –Brand Architecture – Tone of Voice – Brand and Product Propositions
Client
Crystalbrook
Creative Director
Tom Carey
Agency
Landor
Strategy Director
Daye Moffitt