Le Méridien brand design refresh

Starwood is introducing a major brand refresh for its Le Méridien properties that carries the theme “Destination Design,” which includes a comprehensive new advertising campaign, marketing initiatives and a visual identity system that launches new design approaches to hopefully deliver a new perspective of global travel and hospitality. The Le Méridien brand, which has a portfolio of more than 120 hotels in 50-plus countries worldwide, was established in 1972 by Air France “to provide a home away from home for its customers.” The featured video depicts the design team’s inspiration, approach and process. It is interesting to see their influences including cinema, architecture and newer editorial content and design. Overseen internally, the rebranding also includes menus, business cards, brochures and stationery. The rethinking of the brand also ties back to the hotel and guestroom design. All in all, it is a deep dive into a big rebrand and shows the importance of research, exploration, strategy and execution. Making us all crave a summer trip to the city of light…