Hotel Indigo, part of IHG Hotels & Resorts’ Luxury & Lifestyle Collection, has unveiled a reimagined visual identity and brand website.

Rooted in the art of storytelling, the boutique lifestyle brand’s new look celebrates creative expression through illustrations conveying the unique spirit of Hotel Indigo’s vibrant neighbourhoods across the world.

The refreshed creative direction finds inspiration in everything from the bright illustrations of fêted artists to the sophisticated heritage of editorial design and the world of expressive typography. To bring this new vision to life, Hotel Indigo collaborated with a curated selection of artistic talents to produce bespoke illustrations for each of its hotels.

The brand is poised to double its global footprint in the next three to five years and, as new hotels open, Hotel Indigo intends to evolve its illustration program, providing a platform for local artists to interpret each hotel’s distinct Neighbourhoods Story.

Just as no two neighbourhoods are alike, no two Hotel Indigo properties are alike – and neither are their illustrations. From subtle touches that excite curiosity, to striking moments that inspire, each Hotel Indigo property tells stories to create a unique sense of place that sparks guests’ own creativity. This same approach to showcasing creativity and personality was taken with illustrations, which range from:  

•    Hotel Indigo Williamsburg - Brooklyn’s depiction of sugar cubes being dropped into a cup of coffee as a nod to the neighbourhood’s early days as a centre for coffee and sugar trade – a legacy that lives on in Brooklyn’s coffee culture
•    Hotel Indigo Brisbane City Centre’s Blue Emperor Butterfly, indigenous to the region and emblematic of Queensland, which shows up in surprising moments in the hotel, such as leading guests to their rooms
•    Hotel Indigo The Hague - Palace Noordeinde’s golden coin that captures the prosperity and prestige of the hotel’s banking history while paying homage to the nearby palace and the legacy of Dutch royalty
•    The upcoming Hotel Indigo Exeter’s woman donning a hat to represent the romantic inception of Colson’s Department Store, which characterized High Street for centuries and is the site on which the hotel is built

Carol Hoeller, Vice President Global Brand Management for Hotel Indigo, commented: “Like all strong editorial, the Hotel Indigo world is steeped in storytelling. Each of our hotels provides a gateway for guests to discover some of the world’s most inspiring and culturally rich neighbourhoods. Our new visual identity balances character with sophistication, adventure with familiarity and comfort with expression. We play within these polarities to create meaningful, enriching experiences for our guests around the world both on and off-property.”

The refreshed visual identity has been unveiled through a new brand website and will be rolled out across Hotel Indigo properties globally beginning now. On-property, guests will soon discover each hotel’s illustration brought to life through unexpected touches, including mementos designed to be collected such as pins adorning hotel staff or postcards. Guests are encouraged to share their discoveries on Instagram by tagging @HotelIndigo.

Hotel Indigo has 135 hotels open globally, with another 124 in the pipeline. Recent and upcoming openings include Vienna - Naschmarkt in Austria, Brisbane City Centre in Australia, The Galapagos in Ecuador, Vancouver in Washington and NYC Financial District in New York City. – TradeArabia News Service