Crowne Plaza D&AD New Blood Awards

This was a project for the 2016/17 D&AD New Blood Awards.​
The brief was to reposition Crowne Plaza from a corporate hotel into a brand that appeals to the young modern business traveller and the way they view and approach their work. The brand needed to be relevant to young, urban professionals who are enjoying their first or second job after graduation, entering a world of business that is fundamentally changed: a far more flexible world where the boundaries between work, life and play are blurred. I had to consider all expressions of the brand identity, from logo, colour, typography, tone of voice, to how it would come to life at different customer touchpoints, from booking to staff interactions and the on-property experience. ​
“The only sacred cow is the Crowne Plaza name: that can’t change.”

Team Credits

Charlie Mitchell

  • Student Graphic Designer

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Student Graphic Designer