Challenge
Create names and identities for two hotels that would express the strengths of their locations while retaining continuity with Courtyard by Marriott and Renaissance.
BSK — Artcourt & Renartiss Isaakiy
New brands for two centrally located hotels in Moscow and St Petersburg following the departure of international chains.
My role
I was responsible for research, insight development and the strategic positioning direction that guided naming and identity development.
Strategic solution
Build independent new brands around a strong sense of place and urban context, while preserving the level and cultural continuity associated with their former international brands.
What I delivered
- 01Category and context research
- 02Former-brand heritage analysis
- 03Insight development
- 04Strategic territories
- 05Positioning direction
