Crowne Plaza

Crowne Plaza, a global chain of upscale hotels catering to business travellers and the meetings and conventions market, embarked on a complete global rebrand to ensure consistency across all brand touchpoints. The goal was to establish a unified global identity that would reflect the brand’s values and deliver a cohesive experience for guests worldwide.

The project involved designing and creating an in-depth, comprehensive brand guideline to guide the development of both print and digital hotel collateral. This included the creation of all branding materials, Sales & Marketing assets, and advertising materials in multiple languages, with tailored specifications for regional markets. The brand guideline detailed every aspect of the visual identity, from logo construction and colour theory to typography and tone of voice. It provided clear instructions for everything, from photography and image usage to paper selection and collateral design templates.

Additionally, I developed an artwork creation guide covering essential hotel items such as business cards, keycards, door hangers, menus, and more. The resulting 200+ page brand guideline, available in both digital and printed formats, equipped hotel managers with over 500 editable artwork files. This enabled them to confidently produce on-brand collateral that maintained consistency and quality across all properties.