Shangri-La Hotels & Resorts
2008 REBRAND 100 Winners > notable
Industry: Hospitality/Hotels - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Shangri-La Hotels and Resorts is Asia Pacific’s leading luxury hotel group. The Hong Kong-based company is on course to double its property portfolio in the next five years, expanding further in Asia and into Europe and North America. Challenge - Shangri-La’s Web site acts as the first touchpoint for many potential guests in parts of the world where the brand is less familiar. Yet the look, feel and functionality of its site did not reflect the identity of the hotel group, which prides itself on a superlative customer experience. Shangri-La needed an online presence that would simplify and unite the hotel search and reservation process across multiple properties within an interface offering the distinctive “Asian hospitality”for which the hotel group is famous. Strategy - Comprehensive testing in Mandarin and English across user segments allowed interaction and graphic designers to give the site new content and features, and to unify vast amounts of information into a seamless and elegant online experience. The site’s sophisticated visual language employs a color palette of chocolate browns and warm grays as a background to cinematic-quality photography. By making information easier to find, and elegantly projecting itself online, Shangri-La’s Web site serves as a global ambassador for its brand of “Asian hospitality from caring people.” Result - Michael Leong, Corporate Director of E-Business for Shangri-La Hotels, explains: “Shangri-La’s new website reinforces our values in a way that is vital and relevant. Going forward, our website may be the first point of contact for many guests. It is a powerful tool for us in communicating what guests will experience, even before they have set foot on our properties.” Credits: Client: Shangri-La Hotels & Resorts - www.shangri-la.com Brand Strategist/Designer: MetaDesign San Francisco - www.metadesign.com Creative Director: Brett Wickens Design Director: Patrick Au-Yeung Designers: Hui-Ling Chen, Jeremy Matthews Interaction Designer: Ryan Hoguet Content Strategist: Sean Ketchem Writer: David Summers Project Manager: Zack Gottlieb Director of Technology: Jay Llacuna Technology Lead: Gregg Butensky Developer: Andrew diPasquale Production: Gary Wraith, Jeff Allison Developers: Carbon Five [back] |
