COVID-19 has affected every sector across the globe, and the hotel industry is among the hardest hit. Hotelcheck is a new hospitality consultancy with a mission to help hoteliers navigate their pathways to profit during these unprecedented times. With their experience and knowledge as hoteliers, they aim to help struggling hotels optimize project investments, enhance asset value and maximize profitability. They brought me on to develop a logo and brand identity that overshadows your typical consultancy to showcase their undertaking.
I analyzed Hotelcheck's competitors for their overall brand impression. Hospitality consultant brands tend to sit on the more traditional and standard side of the spectrum. Hotelcheck considered a more progressive and friendly approach to the brand to stand out from their peers.
Taking a cue from the name, the four checks in the symbol represent Hotelcheck's comprehensive multi-dimensional hotel evaluation. The typography uses lowercase letters with a pleasant sans-serif aesthetic where the straight lines and the letters' curves create visual balance when paired with the symbol. A business centred on change, we wanted to portray the concept of transformation in the colour palette; through a vibrant blue and green colour palette paired with complementary colours like beige and grey, we achieved this.
The result was an eye-catching identity that helped the brand portray its experience and out-of-the-box solutions to complex business challenges. Finally, we extended the visual system to report templates and a pitch deck to make day-to-day operations more efficient.
