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. As a result, they expanded their audience, reach and turnover. We rearranged their brand architecture respecting the umbrella brand that acts as a unifying element that strengthens 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.