Net PRO

 

Net by Crowne Plaza

Research through branding

Awarded D&AD New Blood Yellow Pencil 2017

Awarded D&AD New Blood Yellow Pencil 2017

 

DISCIPLINES

Brand Naming, Brand Identity, Creative Strategy, Animation

ACKNOWLEDGEMENTS

D&AD New Blood Yellow Pencil 2017

COLLABORATORS

Perry Rowe

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.

 
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Introducing Net by Crowne Plaza — an experimental offshoot of Crowne Plaza, using pop-up events, hotels and workspaces to learn about the new generation.

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Net is research through branding; a scheme in which to understand the new generation of business traveller and share the findings with Crowne Plaza.