Modernizing a hotel chain.

Dreamplace is a prestigious hotel chain in the Canary Islands that needed to renew its brand image and modernize it. Before that, in Jazz we designed a strategy that segmented its different hotels by targets, creating a unique personality for each hotel. This way they expanded their public, their reach and their volume of business. We put together a brand architecture respecting the umbrella brand that acts as a unifying element reinforcing the group.
We improved their line of namings making them shorter, simpler and direct but maintaining the accuracy of their origin. For the rebranding process we created a unique common logo for all the hotels. We also used a common typography and a palette of different colors that differentiated each hotel.