Rotana Hospitality
Client: Rotana Hospitality
Agency: gscs / FITCH
Role: Design Director
Rotana Hotels and Resorts are the largest hospitality owner and management group in the Middle East with over 43 current properties and set to manage over 90 properties over the next few years.
Rotana properties are primarily:
Five star & Four star Hotels
Rotana faced was two fold: on the one hand the aggressive growth strategy they intended was not aligned with the manner in which their brands were structured and marketed. On the other hand, the name Rotana is also being used by a very successful TV channel that is not very culturally sensitive in more conservative Gulf countries, which was causing both confusion and negative perception towards the Hotel group.
As lead creative on the project James was at the forefront of the design and development of the Brand Identity, Visual Language and Brand Communications. Working directly as client services for the agency and solely leading the design team on the design and development of three primary hotel properties and the deployment of print collateral for 35 of Rotana’s international hotels - spanning from Africa and throughout the Middle East and Arabian Gulf.
As brand guardian James was instrumental in the production of the extensive brand toolkit and visual guidelines as well as guiding the 3D Environments and Signage & Wayfinding teams with the complication and deployment of the project.
Agency: gscs / FITCH
Role: Design Director
Rotana Hotels and Resorts are the largest hospitality owner and management group in the Middle East with over 43 current properties and set to manage over 90 properties over the next few years.
Rotana properties are primarily:
Five star & Four star Hotels
Rotana faced was two fold: on the one hand the aggressive growth strategy they intended was not aligned with the manner in which their brands were structured and marketed. On the other hand, the name Rotana is also being used by a very successful TV channel that is not very culturally sensitive in more conservative Gulf countries, which was causing both confusion and negative perception towards the Hotel group.
As lead creative on the project James was at the forefront of the design and development of the Brand Identity, Visual Language and Brand Communications. Working directly as client services for the agency and solely leading the design team on the design and development of three primary hotel properties and the deployment of print collateral for 35 of Rotana’s international hotels - spanning from Africa and throughout the Middle East and Arabian Gulf.
As brand guardian James was instrumental in the production of the extensive brand toolkit and visual guidelines as well as guiding the 3D Environments and Signage & Wayfinding teams with the complication and deployment of the project.
