Good reception for hotel chain’s brand-led level up

Business objectivesAlign brand with biz strategy, Brand management, Shape perceptions
Traders Hotels

Business hotel brand refresh retains recognition

Traders Hotels is a mid-market hospitality brand by Shangri-La Hotels and Resorts. Located in the business hubs of Asia and the Middle East, Traders Hotels are the practical choice for business and leisure travellers.

The Traders’ team spearheaded a comprehensive revamp of their various properties with a brand refresh project. Stepworks joined the initiative as brand identity development partner, following successful outcomes of previous collaborations.

Following a meticulous discovery and design process, the revitalised brand was launched with a new visual identity. A wide range of brand touchpoints that elevated the guest experience, and brand guidelines were also developed.

Image of Traders Hotel logo plate brand design
The Traders Hotels logo features a mountain outline inspired by the parent group’s branding

Value created

Design longevity – Still in use after a decade, the logo and design language have proved their long-term value.

Cost savings – The detailed brand guidelines enabled the Traders Hotels team to continue to build the brand in-house and with lower cost studios.

Group relevance – Including elements of the Shangri-La Hotels and Resorts Group logo in the branding gave the corporate identity a cognitive consistency.

Traders Hotels logo before and after
The contemporary design of the new logo heralded changes to the positioning of the properties
Images of Traders Hotel brand identity guidelines
The brand guidelines are a valuable asset that enables long-term consistency and effectiveness

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19/F, LKF 29
29 Wyndham Street
Central, Hong Kong