What do you mean by Brand Identity, Architecture & Design?

Brand Identity, Architecture & Design encompasses the entire visual identity of your brand – from logo, colour and typography systems to imagery, wayfinding systems and spatial staging.

It is not about decoration, but about making your positioning visible, understandable and emotionally tangible – across all touchpoints with guests, teams and partners.

Why is strong corporate design so important in the hospitality and health segment?

In the premium segment, clarity and recognisability determine perception, trust and willingness to pay. A consistent corporate design creates orientation, differentiates you from competitors and makes your property tangible as a brand – online, on site and across all media.

What is the difference between Corporate Identity and Corporate Design?

Corporate Identity describes the overall self-image of your brand – strategy, culture, communication, behaviour and design. Corporate Design is the visible part of that identity: logos, colours, typography, imagery, layout rules and their application across all media. We translate your identity into a visual system that consistently communicates this attitude both externally and internally.

Isn’t it enough to just develop a logo?

A logo is important, but it is never enough on its own to build a strong brand in hospitality or health. Only when combined with colour palettes, typography, visual language, storytelling, wayfinding systems and spatial implementation does a coherent brand presence emerge – one that guides guests and remains memorable.

Who is your branding and design service suitable for?

We work with hotels, resorts, holistic spas, medical spas and resorts, as well as hospitality and health concepts in the premium and luxury segment.

Our work is particularly valuable if you:

• Are planning a new project
• Want to reposition an existing property
• Aim to roll out your visual identity consistently across international markets

How does a branding and design project work with you?
We work with a structured process that combines strategy, design and implementation. Typically, this includes: analysis and positioning (Target), development of the visual identity (Identity), roll-out across all touchpoints and spatial environments (Networking), as well as continuous optimisation for growth and international relevance.

What happens during the Target phase (strategic foundation)?
At the beginning, we analyse markets, competition, target audiences and decision structures, and sharpen your value proposition. From this, we develop your strategic positioning, offer architecture and a clear brand profile — the foundation for all design and communication decisions.

What happens during the Identity phase (Corporate Identity & Design)?
In this phase, strategy becomes a visual system: logo, colour and typography systems, imagery, icons, patterns, claims and brand messages. The goal is a consistent corporate design that makes your positioning clearly visible and internationally recognisable.

How do you transfer the design across all touchpoints (Networking)?
We develop and design all visual touchpoints – from business cards, pre-opening brochures and in-room prints to key cards, menus and guest communication. At the same time, we define visual connection points in the digital environment, such as website look and feel, social media templates, newsletter designs and online campaigns.

How do you integrate interior design and architecture?
We work closely with architects, interior designers and suppliers to connect brand architecture, environmental graphic design and corporate interior design. This results in orientation systems, signage, spatial graphics and atmospheres that make your brand tangible in space and experience.

What role does the pre-opening phase play?
During the pre-opening phase, we ensure your brand is anchored in the market and among target audiences before the first guest checks in. We stage renderings, photo and video shoots, teaser visuals and pre-opening communication, ensuring that all materials align with the final corporate design.

How does the collaboration work with our existing team and agencies?
We act as the lead agency and coordinating interface between management, marketing, PR, architecture, interior design and external agencies. We work collaboratively, take responsibility for coordination and ensure that all parties operate within the same brand framework and strategic guidelines.

At what stage of the project should we involve you?
Ideally at the very beginning of the idea and concept development, long before design and architectural decisions are made. This ensures that strategy, corporate design, interior design and communication are all built on the same identity-defining foundation.

Can you further develop existing brands instead of reinventing them?
Yes. We work both on new brand developments and on rebranding or brand refresh projects. We analyse which elements of your existing identity remain strong, where modernisation is needed and how to guide your brand carefully yet clearly into its next stage of development.

How long does a complete branding and design project take?
The duration depends on the scope of the project, the number of stakeholders and the development or construction phase. In the hospitality and health sectors, full brand developments typically take between 6 and 12 months. For clearly defined sub-projects – such as a logo refresh, signage concept or pre-opening visuals – shorter timelines can also be arranged.

How can we tell that the investment in branding and design has paid off?
Results become visible through clearer positioning, stronger recognisability, more consistent guest experiences and a more professional perception by media, partners and employees. Indicators may include improved occupancy in specific segments, higher rate acceptance, more qualified enquiries and stronger brand loyalty.

What is the best way to start working together?
An initial conversation clarifies the current situation, objectives, timeframe and priorities. Based on this, we prepare a tailored proposal with a clearly defined scope of services, project phases and interfaces with your internal teams and partners.

Which specific design services do you offer?

We cover the entire visual brand presence: corporate identity design, logo and brand architecture, colour and typography systems, imagery, icons and patterns, claims and visual storytelling.

Examples of graphic products and services include:

Visual Touchpoints

• Business cards
• Letterheads and envelopes
• Folders and presentation materials
• Vouchers and VIP cards
• Pre-opening brochures
• Invitation cards for soft openings and VIP events
• Key cards and key card sleeves
• In-room prints (welcome cards, door hangers, menus)
• Spa and restaurant menus

Visual Connection Points

• Teaser visuals
• Social media templates
• Landing page design / website look & feel
• Newsletter designs
• Email signatures
• Digital downloads
• Online campaigns

Interconnective Touchpoints

Uniforms & Brand Merchandising

• Visual coordination of employee uniforms
• Design of exclusive hotel merchandising products
• Design of high-end amenities
• Premium packaging (boxes, cases, sleeves)

Wayfinding & In-house Signage

• Temporary pre-opening signage
• Orientation systems
• Pictograms
• Room numbers and floor identification (design concept)
• Hotel signage systems that align functionally and aesthetically with the design concept
• Floor plans and maps

Media Connection Points

Digital Relation Visuals

• Website UI design
• Social media visual guidelines
• Graphic design for Instagram feeds, story highlights and LinkedIn posts
• E-signatures, banner design and email signatures
• Screens and digital signage
• Newsletters for the pre-opening phase

Public Relations & Marketing Visuals

• Press kits (print & digital)
• Advertising layouts
• Visuals for media partnerships
• Press picture download area
• Image brochures
• Editorial magazines

Event & Sales Visuals

• Event visuals
• Roll-ups
• Photo walls
• Banners
• Wallpapers

Marketing & Sales Visuals

• Image brochures
• Price lists
• Spa menus
• Sales presentations – digital & print
• Promotional items
• USB drives
• Set cards
• POS design
• Event and trade show design

Do you also handle coordination and roll-out?

Yes. We coordinate implementation with marketing, PR, interior design, agencies and production partners, and support the roll-out from pre-opening through to ongoing operations. This includes production preparation, timelines, the development of the brand book and CI/CD guidelines, as well as coordination with all involved partners.

What is a Brand Book or CI/CD Style Guide – and will I receive one?

A Brand Book or CI/CD Style Guide documents all relevant rules regarding logo usage, colours, typography, visual language, layout, tone of voice and application examples. You receive this document as a central tool to ensure that internal teams and external partners can implement the brand consistently across all media and touchpoints.

Do you also design websites and social media?

We develop the visual foundation for your digital channels: website look and feel, UI design specifications, social media templates, story highlights, newsletter layouts and campaign visuals. Technical implementation can either be handled by your existing providers or realised in collaboration with our network.

Do you also support events, sales and PR visuals?

Yes. We design event and sales visuals such as roll-ups, photowalls, banners, POS design, presentations, press materials and image brochures. The aim is a consistent brand presence that makes your brand recognisable at trade shows, sales meetings and media appearances.