Accor
Sucess Story
Le projet
The agency has been working with the hotel group for 20 years
Since 2015, this collaboration has accelerated with Accor's decision to make W its dedicated branding agency for the group brand and its 34 chain brands.
The managed brands
Ibis, Novotel, Mercure, Mgallery, Pullman, Sofitel, So, Rixos, Orient Express, Accor groupe, AccorHotels Arena, Fairmont, Thalassa, F&B, Tribe, Grand Mercure, All, Planet 21, Wojo…
The topics covered
Brand platform, experience markers, name creation, visual identity,
graphic territory, communication territory, publishing, video production, shooting, motion language, environmental design, stand, style book, brand book, graphic charters...
Reorganization of the Sofitel brand portfolio and creation of tactical brands (SO)
Creation of a champion brand for the access segment (disappearance of Etap hotel) and brand differentiation by lifestyle.
Brand repositioning challenges
Tactical brand creation to address a new audience or assert expertise
