The Address Hotels + Resorts

IDENTITY | COPYWRITING | NAMING DEVELOPMENT | GRAPHIC DESIGN

Fred were tasked with creating a dynamic and engaging sub-brand for The Address Hotels + Resorts.

While an incredibly successful events department within Dubai, the events department ‘Catering & Conference Services’ did not fit with the sophistication and exclusivity of The Address Hotels + Resorts brand.

Extensive research was undertaken and naming development was initiated to create  ‘Lifestyle Events’, along with the strap line ‘Events with Style’, which not only fits with the parent brand, but is aspirational to employees and customers alike.

Following the naming, a brand audit was undertaken across the Address Hotels + Resorts hotel portfolio, with the review of all relevant brand and business documentation relating to ‘Lifestyle Events’, in particular understanding the current and future brand thinking and plans. Following the selected naming of the department, a sub brand was created, implementing the look and feel across various employee and customer touch-points.