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.

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
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