Supporting a hospitality brand's ambition to grow

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Identity
Pillows hotels

Background

Pillows is a Dutch luxury boutique hotel collection, renowned for its excellent personal service and elegant interior designs. Pillows hotels are located in monumental buildings in key destinations in The Netherlands and Belgium.

Objective

As Pillows’ ambition to grow in the luxury hotel market unfolded, their marketing team concluded that their visual identity was insufficient to establish the brand as a serious player in the high-end hotel market. We were asked to dive into their branding tools and come up with solutions that would enrich the visual identity for future expansion.

Approach

We based a concept around the idea that people don’t go do Pillows hotels for just a place to stay, but rather for the full luxury hotel experience. In other words: Pillows Moments. In every detail of the hotel experience, you can define other Pillows Moments. From the fine dining in the restaurants down to the coffee you pick up in the lounge.

With top-notch locations that are styled to perfection, it was obvious that photography would play a key role in the identity. We created a clean typography treatment to use on top of images.

Result

The result is a clean brand identity that sparkles elegance and excellence. We delivered an online brand portal with all brand assets and design tools to be used on separate hotel level.