Year: 2021
Client: Chic and Unique
Chic and Unique owns, develops and manages luxury, heritage hospitality assets. Property portfolio of Chic & Unique is as manifold as 9-bedroom, 1909-built liberty-style Villa Peduzzi above Lake Como with breath-catching views of corrugated green-cloaked hills to Muirfield Gate mansion which is stones-throw from the first tee of Muirfield, birthplace of golf and home of The Open.
The company has ambitious growth plans to additionally source, develop and manage hospitality projects globally and has enlisted branding specialist, Normal. to create its new brand identity and prepare it for the next stage of transformation. Main mandate in the rebranding was to envelope distinct and heterogeneous collection of properties under one corporate brand by drawing upon the ownership’s vision for creating exceptional projects while being a force-for-good in the destinations. New brand concept – Creator of Transformation – was conceived and with that the new identity Creative Leap was born.
Complete refresh of visual identity was necessary and Normal collaborated with Maison Sagan, Paris and Miami based creatives, for a new creative strategy and art direction.
Brand Identity
Normal undertakes a deeply collaborative process with its client to articulate who we are, what we are about and why we exist to find the brand’s purpose, positioning and expression. In our path to discovering brand identity, we bring together key stakeholders for ‘Igniting Purpose’ workshop.
You can download a sample summary of the methodology here.
Brand Architecture
Chic and Unique property portfolio is diverse and has plans for additional development and management in Cotswold, Sri Lanka and Bali. One important complexity in this project was in seeking a ‘system’ for the corporate brand to incorporate and endorse vastly different and individual characters and identities of properties. The common brand proposition for all properties – Creator of Transformation – was determined as essential ingredient of the brand endorsement strategy.
Rebranding and Visual Identity
A new corporate identity – Creative Leap – was imagined to manifest the brand’s purpose and proposition. Alongside, complete refresh of visual identity was necessary and Normal collaborated with Maison Sagan, Paris and Miami based creatives for creative strategy and art direction.
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You can look at any city and see that many buildings have no fiction. They are purely functional. They don’t give people anything to think or dream about. The difference between a building and architecture is fiction.
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Tadao Ando on Architecture
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