WorldHotels, an ultra-luxury hospitality brand boasting a global collection of 300+ independant hotels in more than 45 countries, approached Brigade to lead their most comprehensive brand overhaul in 47 years. WorldHotels asked us to craft a more timeless brand identity which spoke to the premium nature of their properties while also enabling the brand to introduce a new tier categorization system to help consumers navigate their ever-growing portfolio of properties. Once rebranded, we were able to help WorldHotels better connect and resonate with their consumers.
We modernized WorldHotels’ brand identity while injecting a timeless, confident edge. A new logomark uses a line of varying weight to visually convey the shape of a globe and the sensation of traveling around it. The entire globe shape is made of a single line as a nod to WorldHotels being the single thread connecting many of the world’s best properties. We added ‘Collection’ to the logo lockup to succinctly show that WorldHotels is a curated group of independent properties from around the world; it also delivers on the client’s desire to be able to use the logo architecture to reflect a range of specific property tiers (such as WorldHotels Elite, WorldHotels Boutique, etc). Letterforms were also updated to feel timeless yet modern, and we made the W and H larger than other letters in the company name for friendlier consumer legibility. For its relaunch, we created a B2C campaign to share WorldHotels’ vision and better position it apart from its competitors. We also delivered a brand book and updated a wide suite of sales and marketing materials.
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