Client: InterContinental Hotels Group (IHG)
Agency: PG&CO.
Overview
Client Needs
Kimpton came to PG&Co. for a comprehensive brand identity for their new property opening in Shinjuku, Tokyo. This identity needed to communicate the aspirational luxury of a Kimpton Hotel experience while reflecting the unique and exciting cultural context of Shinjuku.
Project Challenges
Brand collateral needed to be bilingual to accommodate both Japanese and English-speaking guests. Working with Kimpton’s team in Asia made scheduling, feedback, and communication a challenge for our small studio in NYC.
Personal Contributions
art direction and creative concept development
delivered 100 pages of brand identity standards in a comprehensive manual for future applications.
print layout and production,
produced 60+ bilingual print deliverables (english and kanji)
created modular artwork applied across the entire brand suite
Brand Concept
Manhattan meets Tokyo in Shinjuku. Our concept synthesized two iconic nightlife cultures: The downtown New York City Jazz scene of the 60’s & the boutique cocktail bars nestled in the winding alleyways of Golden Gai, Shinjuku.
Brand Artwork
Inspired by the work of prolific Art Director Timor Kalman, we combined iconic views of Times Square, NYC and Kabukicho, Shinjuku into a single expressive composition by alternating vertical strips of each photograph. We then selectively masked and cropped the image to create a variety of dynamic forms that we could apply across a range of different collateral formats.
Brand System
We designed dozens of print mechanicals after working with the client to dial in the look and feel of the brand. From stationery to door hangers, down to maps of the local area, we put together a comprehensive package of brand materials that included everything a new hotel would need on opening day. To wrap up the project, we provided Kimpton with a detailed brand guide that covered just about every consideration their team might have in expanding the brand in the future.
