As one of the world's leading hotels, Crowne Plaza does a lot of things well, however from our research and surveys we found out that most of young professionals has never heard of or stayed at Crowne Plaza. We have delivered an identity to transform Crowne Plaza into a brand that is more flexible, unique and fun. Also, we have designed a whole guest experience by creating new services which the hotel may offer. They are represented by five colours used in the brand identity. The outcome is more appealing to next generation of the business travellers.