Building a Luxury Brand from Scratch
Hillrose Hotels was an exceedingly rare opportunity for us here at Aseana Creative. We were given complete creative control over all aspects of branding including presenting suitable options for the name itself. Hillrose Hotels is a unique but also familiar sounding combination of words that accomplishes a number of goals: –
- The name works fantastic to represent a luxury brand in the hotel world
- It’s easy to remember and is phonetically pleasing to both hear and say
- It created an excellent opportunity for a visual that reinforces its luxury name in the form of an elegant rose blossoming from the letter ‘H’, making it particularly easy to not only remember but to visualise.
Being a new hotel chain targeting locations all over ASEAN, our clients needed a brand that could insert itself into the minds of the public without spending millions of dollars on advertising to build the mental link that establishes the different aspects of the brand over a period of time. The name Hillrose and the logo work in harmony in a way that reinforce each other to make this brand memorable. Once it enters your awareness, it’s hard to forget.
The Hillrose Hotels Website
Hillrose required a visually impressive website but flexible website. As the chain begins to grow different parts of the homepage can be moved to subpages to make room for a booking system as well as a prominent email optin offer and location finder.
The initial goal of the website is to showcase the philosophy of the brand in a professional, appealing manner. As the goal moves to promoting individual hotels and direct bookings the homepage can easily be updated to accomplish this.
As well as building the website itself we secured the online real estate to protect the use of the brand across all social platforms, as well as domains such as Hillrose.com and HillroseHotels.com.sg etc.
We’ll continue to work closely with Hillrose Hotels and update this project as we create and develop new designs and systems to help them effectively promote their brand throughout ASEAN.