Agency: Four IV
Role: Print Production | Artwork | Visualising | Retouching | Illustration
Role: Print Production | Artwork | Visualising | Retouching | Illustration
The iconic, luxury hotel chain Raffles, embarked upon an extensive brand refresh. It commenced with a new brand positioning ‘An Oasis for the Well Travelled’ delivered through ‘Emotional Luxury‘ that was implemented throughout their portfolio of properties.
Brand recognition was renewed with a detailed Brand Style Guide that encompassed the positioning through to sales and marketing and hotel applications. To implement this process templates of all items were created with asset libraries and image banks for all the hotels. For an individual hotel this included a re-designed logo, personalised graphic pattern and colour palette that went through a stringent print testing process.
Group literature was created and produced ranging from stationery, advertising, digital media and items such as the luxurious hotel brochure. The gate-fold cover had the group geometric pattern in a pearl foil, the logo in silver foil and a screen printed linen spine. Text pages were interspersed with handwritten tip-in messages. To further endorse the positioning a brand film was produced. This was art directed using an emotional and engaging story with messaging that is used throughout their applications ‘the story continues...’
