Le Meridien Piccadilly Hotel
Location: London, United Kingdom
Sector: Luxury & Hospitality
Creative Strategy
Creative Direction
Corporate Brand Identity
Editorial & Print Design
Mobile & Digital Systems
LE MERIDIEN as a whole is one of my favorite brands - Colorful and bold, with a strong and distinctive positioning in an otherwise congested and saturated market.
THE CHALLENGE:
With luxury hotels and resorts sprinkled on every other street, in most major cities around the world, how does one brand stand out? What, in this case, is the successful creative and strategic formula to be deployed?
THE EXECUTION:
Before the design process even began, we decided on our 'dos and don'ts.' We were not interested in exploring or expanding upon the standard and typical criterion when it comes to the luxury and hospitality sectors. What tickled our fancy, were the existing outliers - firmly planted within the brand, yet rarely used... What if we deviated from the "norm" towards the contemporary yet unconventional? The intention was to stay true to the brand, but build new routes of visual expression off of its foundation.
One of the quotes that stood out in the 'Tone of Voice' section of their brand guidelines was: "Discovery consists not in seeing new lands but in seeing with new eyes" by Marcel Proust. This was our launching pad.
Below is an exploration of this doctrine - Seizing corporate typefaces, color palettes, imagery & photography, and crafting them into an original mold, that is still consistent with the spirit of the 'Le Meridien' brand.
All photos used in this project are copyrighted and the property of Le Meridien Piccadilly Hotel, London.
