STRATEGY | IDENTITY
Strategy
As Sonesta International’s namesake brand, Sonesta Hotels, Resorts & Cruises needed a rebrand to help define its reason-to-be in a competitive landscape and introduce its new Cruises offering. After conducting a series of stakeholder interviews and external research, we refreshed the brand’s pillars and mission to cater to the needs of existing travelers and to appeal to a younger target audience. The brand’s visual ID and experience touchpoints are all extensions of the elevated verbal ID.
Identity
We established a color palette, typographic system, and photography style to illustrate the brand’s upscale, lifestyle positioning while appealing to younger and young-at-heart travelers. We paid homage to the Sonesta “S” by creating a unique pattern that could be applied to the brand’s collateral, reinforcing its identity in a subtle way.
