Product: Holiday Inn
In brief: Develop a new visual identity alongside a suite of adverts that will make it easier for hotels to create their own assets that follow the guidelines.
Making a short story long: The IHG® business model is run on franchising. And individual hotels or groups of hotels produce their own marketing. We were shown an amazingly diverse (and not very cohesive) range of work produced by individual Holiday Inns. We needed to create a new visual identity with simple-to-follow guidelines. Along the way we commissioned original photography and provided guidance on tone of voice.
Media: Print, digital, social