Solution

Returning to the most fundamental problem — under the strong Hyatt brand, it is easier to establish Hyatt Place without losing the exquisite brand image. Guided by strategy, we convey luxury, business, and intimate brand personality for Hyatt Place's exclusive

brand system under the parent brand's identification system – from strategy, main visual design, communication, to installation art. Even though the main brand color for Hyatt Place is a rich dark purple, we decided to utilise a light blue tone from the brand color palette for outdoor advertising in order to bring a comfortable and pleasant feel to business travelers as we took into consideration that this first Hyatt Place is located in a sultry city in Southern China – Shenzhen. For language localization, we used a plain and straightforward way to summarize the 9 features of Hyatt Place with our deep understanding of frequent business travelers. In addition to the localized creation of communication materials from the headquarters, we also implemented a full range of extensions – from graphics, videos, to three-dimensional installations and vehicle wrap design.

Result

The launch of the first Hyatt Place has received a overwhelming response, establishing the image of Hyatt Place in the minds of consumers as a "middle to high-end business travel", and at the same time giving the brand a friendly, convenient and exquisite distinction from the parent brand's image. Subsequently, we also provided ideas for the communication of Hyatt Place's second location's opening – Shenzhen Airport.

Background

In order to continue to expand the brand territory in China based on the development strategy of globalization, Hyatt Hotel Group launched Hyatt Place, the first select hotel Shenzhen Dongmen. Hyatt Place is a mid-to-high-end select hotel brand specifically for busy business travelers and frequent travelers. Hyatt Place combines stylish design, practical conveniences, cutting-edge technology, and effective services. It ranked No. 1 amongst selected hotels in the 2013 Business Travel News hotel chain survey in the United States. We were commissioned for the chinese brand identity, TVC adaptation for Greater China, launch campaign visuals and ads, hoarding and vehicle wrap design for the hotel as well as the grand opening of Hyatt Place Dongmen.

Challenges

With the success of the Hyatt Place in the United States, penetrating the Chinese business travel market proves complicated. The business travel hotel market was on a plauteau, and was divided by local hotel brands and international hotel brands.

The market was saturated and breakthrough point for entering the market has narrowed. The high-end and luxurious image of the parent brand – Hyatt, has long been engraved into the minds of consumers. The parent brand being too strong posed a certain degree of hindrance to Hyatt Place establishing the brand impression of high-end business travel hotel.

Scope 

Chinese Brand Identity System, Key Visual, Tagline Creation, Copywriting, Creative & Art Direction, Graphic Design, Signage Design, Launch Campaign, Communication Concept

Background
 

Hyatt Place is a mid-to-high-end select hotel brand specifically for busy business travelers and frequent travelers. It combines stylish design, practical conveniences, cutting-edge technology, and effective services. It ranked No. 1 amongst selected hotels in the 2013 Business Travel News hotel chain survey in the United States. We were commissioned for the chinese brand identity, TVC adaptation for Greater China, launch campaign visuals and ads, hoarding and vehicle wrap design for the hotel as well as the grand opening of Hyatt Place Dongmen.

Challenges

With the success of the Hyatt Place in the United States, penetrating the Chinese business travel market proves complicated. The market was saturated and breakthrough point for entering the market has narrowed. The high-end and luxurious image of the parent brand – Hyatt, has long been engraved into the minds of consumers. The parent brand being too strong posed a certain degree of hindrance to Hyatt Place establishing the brand impression of high-end business travel hotel.

Background:
 

In order to continue to expand the brand territory in China based on the development strategy of globalization, Hyatt Hotel Group launched Hyatt Place, the first select hotel Shenzhen Dongmen. Hyatt Place is a mid-to-high-end select hotel brand specifically for busy business travelers and frequent travelers. Hyatt Place combines stylish design, practical conveniences, cutting-edge technology, and effective services. It ranked No. 1 amongst selected hotels in the 2013 Business Travel News hotel chain survey in the United States. We were commissioned for the brand strategy, creative design of main visuals and the use of TVC of Hyatt Place for Greater China, as well as the grand opening of Hyatt Place Dongmen.

Challenges:

With the success of the Hyatt Place in the United States, penetrating the Chinese business travel market proves complicated. The business travel hotel market was on a plauteau, and was divided by local hotel brands and international hotel brands. The market was saturated and breakthrough point for entering the market has narrowed. The high-end and luxurious image of the parent brand – Hyatt, has long been engraved into the minds of consumers. The parent brand being too strong posed a certain degree of hindrance to Hyatt Place establishing the brand impression of high-end business travel hotel.

Solution:

Returning to the most fundamental problem — under the strong Hyatt brand, it is easier to establish Hyatt Place without losing the exquisite brand image. Guided by strategy, we convey luxury, business, and intimate brand personality for Hyatt Place's exclusive brand system under the parent brand's identification system – from strategy, main visual design, communication, to installation art. Even though the main brand color for Hyatt Place is a rich dark purple, we decided to utilise a light blue tone from the brand color palette for outdoor advertising in order to bring a comfortable and pleasant feel to business travelers as we took into consideration that this first Hyatt Place is located in a sultry city in Southern China – Shenzhen. For language localization, we used a plain and straightforward way to summarize the 9 features of Hyatt Place with our deep understanding of frequent business travelers. In addition to the localized creation of communication materials from the headquarters, we also implemented a full range of extensions – from graphics, videos, to three-dimensional installations and vehicle wrap design.

Result:

The launch of the first Hyatt Place has received a overwhelming response, establishing the image of Hyatt Place in the minds of consumers as a "middle to high-end business travel", and at the same time giving the brand a friendly, convenient and exquisite distinction from the parent brand's image. Subsequently, we also provided ideas for the communication of Hyatt Place's second location's opening – Shenzhen Airport.

Solution

 Returning to the most fundamental problem — under the strong Hyatt brand, it is easier to establish Hyatt Place without losing the exquisite brand image. Guided by strategy, we conveyed luxury, business, and intimate brand personality for Hyatt Place's exclusive brand system under the parent brand's identification system – from strategy, main visual design, communication, to installation art. For language localization, we used a plain and straightforward way to summarize the 9 features of Hyatt Place with our deep understanding of frequent business travelers. In addition to the localized creation of communication materials, we also implemented a full range of extensions – from graphics, videos, to three-dimensional installations and vehicle wrap design.  

 Result 

The launch of the first Hyatt Place received an overwhelming response, establishing the image of Hyatt Place in the minds of consumers as a "middle to high-end business travel", and at the same time giving the brand a friendly, convenient and exquisite distinction from the parent brand's image.  Subsequently , we also provided ideas for  the opening of the 2nd Hyatt Place in Shenzhen Airport. 

Background

In order to continue to expand the brand territory in China based on the development strategy of globalization, Hyatt Hotel Group launched Hyatt Place, the first select hotel Shenzhen Dongmen. Hyatt Place is a mid-to-high-end select hotel brand specifically for busy business travelers and frequent travelers. Hyatt Place combines stylish design, practical conveniences, cutting-edge technology, and effective services. It ranked No. 1 amongst selected hotels in the 2013 Business Travel News hotel chain survey in the United States. We were commissioned for the chinese brand identity, TVC adaptation for Greater China, launch campaign visuals and ads, hoarding and vehicle wrap design for the hotel as well as the grand opening of Hyatt Place Dongmen. 

Challenges

With the success of the Hyatt Place in the United States, penetrating the Chinese business travel market proves complicated. The business travel hotel market was on a plauteau, and was divided by local hotel brands and international hotel brands. The market was saturated and breakthrough point for entering the market has narrowed. The high-end and luxurious image of the parent brand – Hyatt, has long been engraved into the minds of consumers. The parent brand being too strong posed a certain degree of hindrance to Hyatt Place establishing the brand impression of high-end business travel hotel.

Solution

Returning to the most fundamental problem — under the strong Hyatt brand, it is easier to establish Hyatt Place without losing the exquisite brand image. Guided by strategy, we convey luxury, business, and intimate brand personality for Hyatt Place's exclusive brand system under the parent brand's identification system – from strategy, main visual design, communication, to installation art. Even though the main brand color for Hyatt Place is a rich dark purple, we decided to utilise a light blue tone from the brand color palette for outdoor advertising in order to bring a comfortable and pleasant feel to business travelers as we took into consideration that this first Hyatt Place is located in a sultry city in Southern China – Shenzhen. For language localization, we used a plain and straightforward way to summarize the 9 features of Hyatt Place with our deep understanding of frequent business travelers. In addition to the localized creation of communication materials from the headquarters, we also implemented a full range of extensions – from graphics, videos, to three-dimensional installations and vehicle wrap design.

Result

The launch of the first Hyatt Place has received a overwhelming response, establishing the image of Hyatt Place in the minds of consumers as a "middle to high-end business travel", and at the same time giving the brand a friendly, convenient and exquisite distinction from the parent brand's image. Subsequently, we also provided ideas for the communication of Hyatt Place's second location's opening – Shenzhen Airport.