Rosewood Hotels & Resorts launched on Monday a brand refresh that includes a new logo and US$8 million in marketing efforts including a print and digital advertising campaign and a new brand.com website.
Rosewood Hotels & Resorts, Dallas, worked with Robert Louey, creative director of Robert Louey Design, to create a new brand logo that incorporates Rosewood’s trademark A Sense of Place philosophy. A seal has also been designed for each individual Rosewood hotel taking inspiration from traditional family crests and from Rosewood’s first mansion property.
“Rosewood has always been known as a collection of one-of-a-kind properties and the new seals perfectly portray each hotel’s distinctive individuality. But at the same time, the use of seals also illustrates that the properties are all part of Rosewood’s portfolio,” said Radha Arora, president of Rosewood Hotels & Resorts. “We also chose seals in addition to more traditional logos to reflect our signature style of service which is intuitive and intimate as though staying in a private home.”
The marketing campaign is called Living Canvas. Produced by New York-based AgencySacks, the print and digital campaign that uses black-and-white photographs. The advertising campaign will run in key newspapers, magazines and websites in North America, Europe, the Middle East and Asia.
Rosewood’s new website was produced by the Hong Kong-based agency Isobar. The website uses immersive multimedia webpages to give guests an interactive preview of the property and its destinations.
The new website features Rosewood Curators, in which high-profile personalities share their travel tips for each Rosewood destination.
The Rosewood Curators include:
- James Perse, fashion designer – Los Cabos, Mexico
- Johnnie To, film director – Beijing
- Mei Zhang, founder of WildChina – Beijing
- Dr. Condoleezza Rice, former US Secretary of State – Menlo Park, California, U.S.
- Piers Morgan, journalist and television host – London
- John Bills, art director at Opera San Miguel – San Miguel de Allende, Mexico
- Heather Nova, musician – Bermuda
- Nina Garcia, fashion journalist – New York City
- Kim Schlegel Whitman, author – Dallas
- Abdulla Abdul Aziz Al Shamsi, Real Estate Entrepreneur – Riyadh, Saudi Arabia
- Nicole Ammerman & Susan Curtis, co-owners, Santa Fe School of Cooking – Santa Fe, New Mexico, U.S.
- Simon de Pury, auctioneer – London
- Sarah McLachlan, musician – Vancouver, Canada