Associated Luxury Hotels International

Refreshing a luxury heritage brand to better resonate with their modern, corporate clientele

  • Identity
  • Print
  • Digital


Associated Luxury Hotels International (ALHI) is a global sales organization providing services for over 250 luxury hotels and resorts, as well as an alliance of cruise ships. While highly successful with its repeat customers, ALHI felt that the clarity of its name and overall aesthetic could better communicate its services and positioning. They engaged Brigade to help them create a more compelling aesthetic that spoke to their corporate clientele but still felt premium, established, and inviting.


In creating a new brand identity for ALHI, we began by auditing luxury heritage brands—companies that have stood the test of time and are rooted in a tangible identity.  

Luxury heritage inspired a new ALHI logo that used classic serifs, elongated letter forms, and a footprint that appears strong and architectural. Our goal was to create something timeless and steadfast, so letters are upright and stable to convey strength. To add warmth and sophistication, we shifted the brand to a jewel tone color palette of luxurious tones such as Classic Copper, Midnight Navy, and Eggplant.

In branding and collateral, we often deconstructed these elements to allow the identity to breathe – pinlines were given serifs inspired by the logo letterforms, collateral received edge printing in metallic coppers. During production, we added luxurious nods to paper items such as soft touch matte finishes to contrast high-sheen metallics, and open-tooth papers.

To clarify their brand offerings, we added ‘global luxury sales’ language under their hero brand logo to help remove any confusion regarding the company’s mission and role.

This does not constitute an endorsement of any kind.


View our work.