Net by Crowne Plaza
Brand Naming, Brand Identity, Creative Strategy, Animation
D&AD New Blood Yellow Pencil 2017
D&AD New Blood partnered with IHG Hotels to create a brief for Crowne Plaza. The challenge was simple, to rebrand Crowne Plaza from corporate to contemporary and appeal to the younger generation of business.
We adopted the challenger mindset required by the brief but used it to challenge the brief. Early in the process, we determined that the solution would require more than redesigning a logo and changing the colour palette.
Introducing Net by Crowne Plaza — an experimental offshoot of Crowne Plaza, using pop-up events, hotels and workspaces to learn about the new generation.
Net is research through branding; a scheme in which to understand the new generation of business traveller and share the findings with Crowne Plaza.