Creative Intelligence

Centro by Rotana

Centro by Rotana

Mid-Tier Hotel Chain, Abu Dhabi, UAE

Hospitality, Food and Beverage

Insight

Rotana Hotels and Resorts is one of the biggest hospitality success stories in the Middle East. Since its inception, the company has been one of the fastest growing and most respected hotel groups in the region.

Challenge

Rotana approached us to conceive and develop a new out-of-the-box hospitality concept with the aim of diversifying its hospitality offer and increasing its market share. As well as establishing a new hospitality idea, strategic brand platform and brand story, we were also asked to develop an appropriate name, visual branding and key signatures that could be developed to guide the onward development of the architecture and interior design.

Solution

The result is Centro by Rotana - a groundbreaking mid-market hospitality offer, which we are proud to say, is currently one of the most exciting products in its sector. We began by undertaking a detailed exploration of regional and international hospitality trends and markets. Based on our findings, we originated the Centro name and guest proposition "centred around you" - together with a fresh contemporary visual identity and the brand tools for the onward launch and ongoing operation.

www.rotana.com/centrohotels

  • 0796 Centro Logo
  • Mg 9760
  • Mg 9770

Insight

Rotana Hotels and Resorts is one of the biggest hospitality success stories in the Middle East. Since its inception, the company has been one of the fastest growing and most respected hotel groups in the region.

Challenge

Rotana approached us to conceive and develop a new out-of-the-box hospitality concept with the aim of diversifying its hospitality offer and increasing its market share. As well as establishing a new hospitality idea, strategic brand platform and brand story, we were also asked to develop an appropriate name, visual branding and key signatures that could be developed to guide the onward development of the architecture and interior design.

Solution

The result is Centro by Rotana - a groundbreaking mid-market hospitality offer, which we are proud to say, is currently one of the most exciting products in its sector. We began by undertaking a detailed exploration of regional and international hospitality trends and markets. Based on our findings, we originated the Centro name and guest proposition "centred around you" - together with a fresh contemporary visual identity and the brand tools for the onward launch and ongoing operation.

www.rotana.com/centrohotels