Integrating brands with diverse histories and identities presented a unique challenge. Artotel Group envisioned a cohesive umbrella brand capable of encompassing distinct personalities. WKB has the crucial role to bring this new vision to life through respecting the existing individuality of each acquired brand while aligning them under Artotel Group’s unified and revolutionary vision.
Our process began by deeply understanding Artotel Group’s ethos from internal and external perspectives, done through extensive research and collaboration with the Artotel Group team. This inspired a reimagined vision and purpose for the brand—to lead the way in creative hospitality, enriching travel experiences around the globe. The promise to create wonder for all guests, whenever they travel, wherever they stayed, was then woven it into the fabric of the brand: the essence “Wondrous” and tagline “Anytime, Anywhere.” This development of the revitalised brand platform truly reflects the brand’s unique soul and captured Artotel Group's one-of-a-kind spirit. To visually express this evolution, we transformed and refined the Artotel Group visual identity and imbue it with the spirit of “Around the World,” crafting a logo with distinct design elements that symbolises the brand's promise. This visual update extended to the Artotel Wanderlust loyalty programme and other brand applications, solidifying the brand’s bold new direction.
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