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Park Centraal

Brand Creation

The Project

Evolving Two Dutch Hotel Properties into a Modern, Unified, and Globally Scaleable Hospitality Brand

Commissioned by Sircle Collection, we worked closely with the Amsterdam based group to develop a Heritage Brand concept to roll out across their portfolio of real estate holdings in Europe and abroad.

Deliverables

Key Insight Analysis

Target Audience Definition

Concept Development

Naming and Positioning

Brand Foundation

Visual Identity System

Hotel Signage & Way-finding

Brand Photography Production

OOH and Print Design

Project team

Kevin Kearney

Natalee Ranii-Dropcho

Othelo Gervacio

Stephanie Nordstrom

Solange Beeks

Oceane Combeau

Georgia Weisz

Illustration

Mauricio Vargas

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Photography

Ben Clement

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Photo Production

Whale

Where Purpose Meets Pleasure: Most hotels lead with business luxuries or sensorial experiences. With Park Centraal, you can balance a need for meaning with a desire for amusement.

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There is one mentality engrained in Dutch culture that you don't need to be a citizen to appreciate, understand, or experience. The Netherlands has the best work-life balance of any country, scoring 9.3 out of a possible 10 on the Better Life Index in 2018.

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