Paramount Hotels & Resorts

Brand extension: concept & identity

Imagining and designing a new hospitality
brand with creativity at its core.

Case Study

How do you translate an iconic film production brand into an inspiring hospitality offering?

In 2012, the Paramount Hotels & Resorts brand was originated as a lifestyle and hospitality extension of the world-famous Paramount Pictures, founded a century earlier and the second largest film studio in the US.

The challenge was how effectively to translate a brand globally recognised in the film industry into a compelling and differentiated hospitality offering – a business territory where the brand had no previous credentials.

Luxury Branding was appointed to define the brand strategy and to develop a communications platform and a bespoke brand identity that conveyed the Californian cool lifestyle, imagination and glamour synonymous with the Hollywood studio so as to create a refreshing guest experience.

Leveraging the essence of Paramount and responding to the new creative spirits of discerning luxury travellers, we positioned Paramount Hotels & Resorts as a brand that celebrates the power of creativity in all its forms – entertainment, design, service, cuisine, wellness and technology.

We drew on the same creative process honed over Paramount’s 100-year history to set a rare standard in luxury hospitality. Each property launch would be conceived as a major release and would be crafted by a team of uniquely creative people working together in a uniquely creative process.

Marrying two very different approaches to the process of image capture, we directed a hybrid motion/still shoot to produce both a film and a portfolio of stunning photographic images.

We conceived a new identity and activated it across a suite of marketing collateral, as well as designing and producing a concept brochure and website defining the brand.

Born from the creative world of film, Paramount Hotels & Resorts has magic and escapism at its heart

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