The project goal was to redesign the branding identity for an existing Fortune 500 company. In this instance, I chose Shangri-La Hotel, a luxury hotel with global presence and a reputation for exceptional customer service.
The hotel’s customers are successful, college-educated, well-traveled upper middle class adults, age 30 through 60, of varied ethnic backgrounds. They have refined tastes and are knowledgeable in the arts and international culture. Some are traveling businesspeople attending conferences, while others are vacationing and want to experience the local area.
For this hotel, I focused on the hotel’s qualities of luxury and personal attention. Shangri-La’s thoughtfulness and five star settings are symbolized in the peacock, which represents wealth, beauty, longevity, and integrity. The colors draw from the jewel tones of the peacock and lush natural surroundings where many of the hotels are located.