The launch of a new hotel franchise by global hospitality giant Intercontinental Hotels Group demanded a compelling new look. Working closely with branding agency ForPeople, we used F37 Ginger as the jumping off point for a versatile global visual language.
Intercontinental Hotels Group (IHG) are on a mission to make guests feel welcome and valued. They run a family of 15 hotel brands, loved by millions of guests worldwide for providing one thing … real hospitality.
IHG performed strongly in 2017 and is building on this success with new launches and initiatives. As part of this activity, we were approached by IHG to help with branding for the new Avid Hotels franchise, working with London creative agency ForPeople. And F37 Ginger played a pivotal part in the resulting worldwide visual communications.
“When we worked on the avid hotels project, the strategy was a straight forward hotel for straight forward people, a hotel that is passionate about the basics. When I saw F37 Ginger, I knew it would be perfect to do a lot of the heavy lifting for the brand, having the right kind of personality that it needed. And it proved a major success as new hotels have been signed up globally. ”
Val Toch — Design Director, forpeople
We licensed F37 Ginger to Avid Hotels and provided IHG with everything they needed to reach multiple markets in the US and Europe. F37 Ginger played a crucial role across visual disciplines, lending a unique visual voice for launch.
Custom development and Brand Font Enterprise Licencing helped smooth the entire process.
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