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Associated Luxury Hotels International (ALHI) is a global sales organization providing services for a membership of over 250 luxury hotels and resorts, as well as an alliance of cruise ships. Their portfolio is comprised of independent luxury hotels and resorts and emerging luxury brands, each offering consistent and quality service for meetings and events.
When ALHI decided to modernize and redefine their aesthetic, they came to Brigade for a brand refresh. Their overarching goal was to better position themselves in the B2B hospitality space, by employing a contemporary and premium aesthetic, and empowering their global sales force by clarifying and elevating the message they’re communicating to clients.
To create a new brand identity for ALHI, we began by studying luxury heritage brands—companies that have stood the test of time and are rooted in a tangible identity. We studied the way they have traditionally used design elements, color, and messaging to establish an elevated brand mythos.
With this in mind, we redesigned the ALHI logo, leveraging classic serifs and elongated letter forms to craft a timeliness and steadfast mark. We defined a rich color palette of warm and luxurious colors such as Classic Copper, Midnight Navy, and Eggplant. Together, the branding and subsequent collateral evoke sophistication and trust, with luxurious elements, artistry, and style.
Finally, one of the challenges of ALHI’s former positioning was that the consumer was confused about who the brand was and what they offered. They didn’t understand who ALHI was as a company. To address this, we added ‘global luxury sales’ language under the brand logo. This simple addition removes confusion and clarifies their mission.
The new design has been incorporated into all of ALHI’s brand materials, including their company website, the print materials for the sales team, and collateral presence. Since re-launching their brand, ALHI has added more than 30 properties and is continuing to grow worldwide. The B2B sales force is better equipped to perform, now armed with a variety of clean and clear brand materials they can use when discussing the benefits of ALHI membership with clients. Feedback from the client has been overwhelmingly positive.