BRANDING AND CONCEPT FOR AN INTERNATIONAL HOTEL CHAIN
citizenM has proven to be a disruptive force in the hotel industry. It launched its first hotel in 2006 at Amsterdam's Schiphol airport and successfully rolled out in cities like Paris, London, New York, Copenhagen and Zurich, Taipei, Kuala Lumpur and Shanghai. New hotels in Asia, Europe and the US are under-development, including Miami, Boston and Washington. citizenM hotels are for a new breed of international traveller- those who cross continents as easily as others cross the street. These mobile citizens are celebrated throughout citizenM’s branding, hotel launches, and communication – from social media to the humblest do not disturb sign. KesselsKramer was responsible for all of citizenM’s branding, including the name itself. citizenM regularly tops Tripadvisor's travellers' ratings.
Our collaboration with Dutch photographer duo, Freudenthal/Verhagen, led to a series of ‘citizens’ – little avatars that symbolise different personality traits of hotel guests, used for in-hotel branding and communication.
In hotel branding
To accompany the development of the citizenM hotel chain across Europe, the US and Asia, KesselsKramer expanded upon the brand communication and identity, which it helped launch in 2008. KK collaborated once again with Dutch photographer duo, Freudenthal/Verhagen, this time to update the collection of ‘citizens’ and create a range of brand ads. A revamped citizenM newspaper – the hotel’s free publication for guests – were amongst the materials produced.
