Shangri-La Group wanted a rebranding exercise to separate their corporate brand from the “Shangri-La Hotel and Resorts” brand – which has historically been synonymous – in order to unlock revenue growth. They wanted to signal to business and government decision makers that Shangri-La is about a lot more than ‘hotels’, but also about luxury residences, shopping malls, offices, F&B, and health & wellness. Crucially, they also wanted to elevate the brand to showcase “New Asia”, not old Asia.
The mockups in the work below were part of the wider visual identity pitch, which had an emphasis on digital and social deliverables. The objective was to highlight a focus on lifestyle culture, and the diversity of their projects.