Brand Identity | Storytelling | Strategy
Chedi Hospitality
Bold, Architecturally Striking, and Meaningful. These three principles fueled our journey to reimagine Chedi Hospitality's identity – evolving from GHM to unite their stunning Chedi Hotels, Private Residences, and soon-to-launch Serai properties under one compelling brand umbrella. We were challenged to craft a strategic platform and visual identity with both soul and strength, honoring the company's founding spirit while capturing the contagious energy of the now Dubai-based leadership team.
The Logo
Inspired by the architectural distinctiveness and rich sensory experiences of its properties, as well as the original meaning of 'Chedi' — a Buddhist temple tower uniting the four elements of earth, water, air, and fire — we developed a symbolic language through custom typography rather than a conventional logo. Crafted by the talented Cleo Charuet, the design weaves together four essential elements (sphere, vertical line, horizontal line, and angle) that not only form the word 'Chedi' but symbolize environments offering both shelter and discovery."
Deliverables:
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Together with the leadership team, we define the group’s singular vision in a very saturated luxury hospitality market, its mission towards its B-to-B, and B-To-C client, the unique ethos on how it operates each brand, and its key pillars of differentiator when it comes to the way it designs and operates its properties.
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We crafted a distinct and meaningdul brand identity that would stand out in a sea of sameness, and embody the brand’s heritage and future ambition.
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We designed the group’s new core digital assets as well as suggestion on how the corporate identity could further come alive in a sensorial way throughout highly qualitative and desirable accessories and goodies linked to the art of travel.
Tagline
“A Voyage Unbound”
The tagline we crafted completes this vision with its spontaneous, poetic style. It perfectly expresses the group's invitation to experience the new and unexplored, inspiring discovery beyond conventional hotel stays.
Our Journey
A 9-month journey in close partnership with Chedi Hospitality’s leadership:
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Our journey began by engaging with key stakeholders across both the executive and on-property teams. We visited three of the group’s most emblematic destinations: The Chedi Muscat, The Chedi Katara in Doha, and The Chedi Andermatt. While each of these properties is profoundly unique, this immersive fieldwork allowed us to uncover the golden threads that weave through every Chedi experience—from the emotional resonance of the spaces, to the distinctive approach to service, to the seamless integration of each property with its natural and cultural surroundings.
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In order to define a unique and ownable strategic territory for the group, we conducted an in-depth, multi-layered market study. This included an analysis of macro industry dynamics, a benchmarking of major hotel groups and their evolving luxury brand architectures, and a deep dive into the shifting aspirations of the contemporary luxury traveller. The result: a clear identification of the group’s white space and a singular angle for differentiation.
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Building on our research, we crafted a distinctive strategic proposal that resonated strongly with the leadership team. Through collaborative working sessions, we further refined and enriched the platform, integrating valuable insights from internal stakeholders to ensure both inspiration and alignment
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Once validated, the strategic positioning served as a foundation for the creative brief, guiding the design team in the development of a brand identity and narrative that are both meaningful and impactful—capturing the spirit of Chedi Hospitality in every detail.