Construct were appointed in 2019 to undertake the global rebrand for the Corinthia Group of hotels, residences and resorts. Project scope included visual brand strategy, evolution of the existing brand logotype and creation of a new communications palette to support the new brand positioning – ‘Uplifting Lives’.
Construct created a rich and diverse palette capable of delivering an engaging brand narrative across touchpoints from formal communications to advertising and social media. The palette includes a confident colour palette of ivory, black, cream, gold and Corinthia yellow, used as a highlight to uplift and provide energy and character. Visual depth is provided by the creation of an Acanthus illustration, drawing inspiration from the Corinthian order. Adding character and personality to communications is the typographic palette of Goldenbook and Ogg Italic used in combination, alongside conversational ‘human’ illustrations which bring each location and individual experience to life with a subtle warm humour reflecting the brands positioning.