Fairmont Hotels & Resorts
Advertising / B2B / B2C / Brand guidelines / Brand implementation / Competitive audits / Content creation / Corporate communications / Customer research & analysis / Digital marketing / Graphic design / Key messaging / Logo & brand design / Marketing / Naming / Package design / Shopify implementation / Video
We have been working with Fairmont Hotels & Resorts since 2005, when the company was North America’s largest luxury hotel brand, with a portfolio of heritage and landmark properties that included The Fairmont San Francisco, The Fairmont Banff Springs and New York’s The Plaza.
Since then, we’ve helped the company maintain its outstanding presence in North America while transforming into a global brand, with robust expansion into Europe, Africa, the Middle East and Asia.
The original 1983 version of the logo was created before the introduction of the internet to the general public. We redesigned the logo for better digital reproduction, while keeping its visual essence.
We introduced an extensive brand-identity platform that reflected the unique qualities of the Fairmont brand personality—a platform that was easy to implement in order to communicate the brand promise in regions where the company had no previous presence.
We also added a new element to Fairmont’s visual vocabulary: a “stamp” of the letter “F.” This element acts as a visual abbreviation when the complete mark cannot be used due to limited space, such as in a social media news feed, in signage or when there are reproduction limitations such as embroidery. In addition, the stamp creates strong visual impact when applied to items with a short life span.
To date, we have completed thousands of separate projects, which include producing communications in nine languages (including Chinese and Arabic); managing and buying print in Canada, the UK, the Middle East and Asia; writing and designing advertisements and promotional materials for web, newspapers, magazines and in-room video; developing corporate communications at all levels; and creating logos, brochures and other marketing materials for individual properties and sub-brands.
We continue to create materials and messaging for virtually every one of the company’s stakeholder groups, from business and leisure guests to travel agents, corporate customers, prospective hotel owners and internal staff.