It all started back in 1996 , once the first hotels on the Back Sea coast entered the Phoenicia family: Perla and Majestic hotels. Since then, Phenicia Hotels has increased its family members year by year, and now has ten hotels and two residential complexes. The brand has gained notoriety because of the skill and the imagination to create unique holiday stories.
However this successful story came with a price. The diversity of their hotel classification, from 3 to 5 stars, became a challenge for the brand communication process.
They needed a new way of structuring their communication in order to bring their full range of services into focus but also to build brand equity.
Brand architecture. The diversity of their hotels led to a confusing communication style in terms of brand message, visual language and tone of voice. The verbal and visual identities of their hotels hotels weren’t linked to each other within a master brand communication system.
They needed to adopt a distinct and logical structure of their hotel brands. Redefining their branding system would allow Phoenicia Hotels to cross-promote the services of each hotel but more importantly, to gain control over the way their customers perceived the brand.
We developed an integrated system of names, symbols, colours and key visuals to guide the customer perception about the brand and to move the focus from each single hotel to a bigger picture of the Phoenicia family.
Following the principles of umbrella branding we’ve created two brand families:
- Phoenicia Business
- Phoenicia Leisure.
The basic idea behind this strategy was to enhance the marketability of all the different hotels within two different types of audience and also to build brand equity for Phoenicia.
Phoenicia Business. We gathered all the hotels built in Bucharest city under one master brand that defines a unique vision and style. It clarifies the brand positioning strategy and creates a bridge between the brand and a certain audience – the business segment.
Phoenicia Leisure. Phoenicia group owned 6 hotels with different brand identities located at the sea side (the Black Sea). We found that having a single owner was a big advantage we had to use in our branding strategy approach. By creating a set of common standards in all their hotels, Phoenicia can develop a strong and unique brand promise that will allow its hotels to stand out from the crowd.
The visual identity system.
We developed a unifying visual language for each of the two brand families. With two different systems of patterns, colours, fonts, and photography applied to the communication materials, the brand touch points were designed and produced to create a link between each hotel from Phoenicia Business (or Leisure) networks.
For Phoenicia Business network we used a classic style, with bold colours. While appearing luxurious, the key visual elements – the shapes and patterns – have a hidden economy in the use of a single – sophisticated red – colour to achieve a sense of quality.
Having in mind a very mindful audience, the business sector, we built the visual style starting from a simple and effective form: the square, a symbol of stability and trust. This shape is also a building block for other elements. Using this type of symbolism we delivered a strong and clear message to the audience:
We’re Here to Help You Grow Your Business!
We drew the visual identity of the Phoenicia Leisure network using a simple, charming and serene moodboard. With organic shapes, a peaceful colour palette and relaxing photography we delivered the right message to the hotel guests:
You are here to relax and to create moments you will remember.
The symbolism of the curved shapes we used as key visuals is rich and has a big potential in terms of communication. Curves are the most free-flowing of all shapes, they are associated with Relaxation, Movement and Hospitality.
The new website we designed got all the different micro – websites together in a simple to use digital platform that aligns them to the new brand architecture and is increasing customer engagement.
By creating thoughtful user flows, wireframes for each important section and a clean and user-driven informational architecture, we focused on the customer and created an online experience that streamlined the path to conversion.
Cross-linking between the hotel sections and related content strategies improved the SEO process taking the organic channel to the top of all the acquisition channels, and furthermore becoming the most important engine for lead generation.
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