What does it mean to be both a global and local brand?

Hotel Indigo needed a rebrand to better reflect their portfolio of over 100 unique properties across the world. We worked closely with the Hotel Indigo team to create a system that balances globally consistent elements with locally customized ones. This included overseeing the creative direction of all new brand elements, defining their tone of voice, and creating brand guidelines that allows their network of properties to implement this new identity with ease.