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With the entrance of various international chains intensifying the increasingly competitive Icelandic market, Center Hotels decided it was time to enhance and future-proof its brand. Being a family business, one of the key goals was for the new brand to better capture the family values and human side of the company. Other key objectives included further increasing their market share, predominantly by differentiating themselves from other hotel brands and enriching the overall guest experience. Our challenge was to help them become the most loved and most talked about local brand in Iceland by creating a memorable and unique Icelandic hospitality experience that captures the essence of the island and makes guests feel valued, welcome and truly at home.
With the entrance of various international chains intensifying the increasingly competitive Icelandic market, Center Hotels decided it was time to enhance and future-proof its brand. Being a family business, one of the key goals was for the new brand to better capture the family values and human side of the company. Other key objectives included further increasing their market share, predominantly by differentiating themselves from other hotel brands and enriching the overall guest experience. Our challenge was to help them become the most loved and most talked about local brand in Iceland by creating a memorable and unique Icelandic hospitality experience that captures the essence of the island and makes guests feel valued, welcome and truly at home.
With the entrance of various international chains intensifying the increasingly competitive Icelandic market, Center Hotels decided it was time to enhance and future-proof its brand. Being a family business, one of the key goals was for the new brand to better capture the family values and human side of the company. Other key objectives included further increasing their market share, predominantly by differentiating themselves from other hotel brands and enriching the overall guest experience. Our challenge was to help them become the most loved and most talked about local brand in Iceland by creating a memorable and unique Icelandic hospitality experience that captures the essence of the island and makes guests feel valued, welcome and truly at home.
With the entrance of various international chains intensifying the increasingly competitive Icelandic market, Center Hotels decided it was time to enhance and future-proof its brand. Being a family business, one of the key goals was for the new brand to better capture the family values and human side of the company. Other key objectives included further increasing their market share, predominantly by differentiating themselves from other hotel brands and enriching the overall guest experience. Our challenge was to help them become the most loved and most talked about local brand in Iceland by creating a memorable and unique Icelandic hospitality experience that captures the essence of the island and makes guests feel valued, welcome and truly at home.
With the entrance of various international chains intensifying the increasingly competitive Icelandic market, Center Hotels decided it was time to enhance and future-proof its brand. Being a family business, one of the key goals was for the new brand to better capture the family values and human side of the company. Other key objectives included further increasing their market share, predominantly by differentiating themselves from other hotel brands and enriching the overall guest experience. Our challenge was to help them become the most loved and most talked about local brand in Iceland by creating a memorable and unique Icelandic hospitality experience that captures the essence of the island and makes guests feel valued, welcome and truly at home.
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The group-wide rebrand began with workshops designed to help Center Hotels analyse the scope of their proposition and assess the personality of their brand and the profiles of their customers. This resulted in a new modern and youthful logo design for the master brand, along with individual logos for each of their hotel brands. The Circle became a key element of the brand, representing their city centre locations and also acting as a viewfinder into local life and creativity.
The group-wide rebrand began with workshops designed to help Center Hotels analyse the scope of their proposition and assess the personality of their brand and the profiles of their customers. This resulted in a new modern and youthful logo design for the master brand, along with individual logos for each of their hotel brands. The Circle became a key element of the brand, representing their city centre locations and also acting as a viewfinder into local life and creativity.
The group-wide rebrand began with workshops designed to help Center Hotels analyse the scope of their proposition and assess the personality of their brand and the profiles of their customers. This resulted in a new modern and youthful logo design for the master brand, along with individual logos for each of their hotel brands. The Circle became a key element of the brand, representing their city centre locations and also acting as a viewfinder into local life and creativity.
The group-wide rebrand began with workshops designed to help Center Hotels analyse the scope of their proposition and assess the personality of their brand and the profiles of their customers. This resulted in a new modern and youthful logo design for the master brand, along with individual logos for each of their hotel brands. The Circle became a key element of the brand, representing their city centre locations and also acting as a viewfinder into local life and creativity.
The group-wide rebrand began with workshops designed to help Center Hotels analyse the scope of their proposition and assess the personality of their brand and the profiles of their customers. This resulted in a new modern and youthful logo design for the master brand, along with individual logos for each of their hotel brands. The Circle became a key element of the brand, representing their city centre locations and also acting as a viewfinder into local life and creativity.
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Iceland has a unique culture, language and personality which was essential to communicate in the brand, so we developed an own-able tone of voice which was bold, inspiring, and proud – just like Icelanders. We worked alongside local artists to bring the brand to life illustratively.
Iceland has a unique culture, language and personality which was essential to communicate in the brand, so we developed an own-able tone of voice which was bold, inspiring, and proud – just like Icelanders. We worked alongside local artists to bring the brand to life illustratively.
Iceland has a unique culture, language and personality which was essential to communicate in the brand, so we developed an own-able tone of voice which was bold, inspiring, and proud – just like Icelanders. We worked alongside local artists to bring the brand to life illustratively.
Iceland has a unique culture, language and personality which was essential to communicate in the brand, so we developed an own-able tone of voice which was bold, inspiring, and proud – just like Icelanders. We worked alongside local artists to bring the brand to life illustratively.
Iceland has a unique culture, language and personality which was essential to communicate in the brand, so we developed an own-able tone of voice which was bold, inspiring, and proud – just like Icelanders. We worked alongside local artists to bring the brand to life illustratively.
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We feel fortunate to be working with I-AM across a full rebrand and proud of the first implementation with Laugavegur which has exceeded our expectations with record sales since the launch.
We feel fortunate to be working with I-AM across a full rebrand and proud of the first implementation with Laugavegur which has exceeded our expectations with record sales since the launch.
We feel fortunate to be working with I-AM across a full rebrand and proud of the first implementation with Laugavegur which has exceeded our expectations with record sales since the launch.
We feel fortunate to be working with I-AM across a full rebrand and proud of the first implementation with Laugavegur which has exceeded our expectations with record sales since the launch.
We feel fortunate to be working with I-AM across a full rebrand and proud of the first implementation with Laugavegur which has exceeded our expectations with record sales since the launch.
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We created a digital experience and marketing strategy that brings the ‘stay like a local’ positioning to life and directly engages with selected audiences by tapping into art, music and local partnerships. The new website focused on using emotive storytelling to inspire the user to explore the hotels and city, whilst also positioning Center as a local expert through curated “what’s on” pages.
We created a digital experience and marketing strategy that brings the ‘stay like a local’ positioning to life and directly engages with selected audiences by tapping into art, music and local partnerships. The new website focused on using emotive storytelling to inspire the user to explore the hotels and city, whilst also positioning Center as a local expert through curated “what’s on” pages.
We created a digital experience and marketing strategy that brings the ‘stay like a local’ positioning to life and directly engages with selected audiences by tapping into art, music and local partnerships. The new website focused on using emotive storytelling to inspire the user to explore the hotels and city, whilst also positioning Center as a local expert through curated “what’s on” pages.
We created a digital experience and marketing strategy that brings the ‘stay like a local’ positioning to life and directly engages with selected audiences by tapping into art, music and local partnerships. The new website focused on using emotive storytelling to inspire the user to explore the hotels and city, whilst also positioning Center as a local expert through curated “what’s on” pages.
We created a digital experience and marketing strategy that brings the ‘stay like a local’ positioning to life and directly engages with selected audiences by tapping into art, music and local partnerships. The new website focused on using emotive storytelling to inspire the user to explore the hotels and city, whilst also positioning Center as a local expert through curated “what’s on” pages.
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One of the primary objectives of the website was to encourage direct bookings, an expectation which was surpassed by a 77% increase in direct online booking following the website launch. This was targeted through a combination of giving the user ‘reasons to believe’ with inspiring and quality content, along with an easy-to-reach booking system prompted at considered stages of the user journey.
One of the primary objectives of the website was to encourage direct bookings, an expectation which was surpassed by a 77% increase in direct online booking following the website launch. This was targeted through a combination of giving the user ‘reasons to believe’ with inspiring and quality content, along with an easy-to-reach booking system prompted at considered stages of the user journey.
One of the primary objectives of the website was to encourage direct bookings, an expectation which was surpassed by a 77% increase in direct online booking following the website launch. This was targeted through a combination of giving the user ‘reasons to believe’ with inspiring and quality content, along with an easy-to-reach booking system prompted at considered stages of the user journey.
One of the primary objectives of the website was to encourage direct bookings, an expectation which was surpassed by a 77% increase in direct online booking following the website launch. This was targeted through a combination of giving the user ‘reasons to believe’ with inspiring and quality content, along with an easy-to-reach booking system prompted at considered stages of the user journey.
One of the primary objectives of the website was to encourage direct bookings, an expectation which was surpassed by a 77% increase in direct online booking following the website launch. This was targeted through a combination of giving the user ‘reasons to believe’ with inspiring and quality content, along with an easy-to-reach booking system prompted at considered stages of the user journey.
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Opened in July 2019 and the first physical representation of the new brand, we designed a memorable customer-focused experience across this 102-room hotel which included a lounge lobby, bar & bistro and grab & go offer. There are ‘Stay like a local’ touchpoints throughout the hotel – providing guests with lots of insight into the city and beyond. This extends to the inclusion and promotion of local artists throughout the space.
Opened in July 2019 and the first physical representation of the new brand, we designed a memorable customer-focused experience across this 102-room hotel which included a lounge lobby, bar & bistro and grab & go offer. There are ‘Stay like a local’ touchpoints throughout the hotel – providing guests with lots of insight into the city and beyond. This extends to the inclusion and promotion of local artists throughout the space.
Opened in July 2019 and the first physical representation of the new brand, we designed a memorable customer-focused experience across this 102-room hotel which included a lounge lobby, bar & bistro and grab & go offer. There are ‘Stay like a local’ touchpoints throughout the hotel – providing guests with lots of insight into the city and beyond. This extends to the inclusion and promotion of local artists throughout the space.
Opened in July 2019 and the first physical representation of the new brand, we designed a memorable customer-focused experience across this 102-room hotel which included a lounge lobby, bar & bistro and grab & go offer. There are ‘Stay like a local’ touchpoints throughout the hotel – providing guests with lots of insight into the city and beyond. This extends to the inclusion and promotion of local artists throughout the space.
Opened in July 2019 and the first physical representation of the new brand, we designed a memorable customer-focused experience across this 102-room hotel which included a lounge lobby, bar & bistro and grab & go offer. There are ‘Stay like a local’ touchpoints throughout the hotel – providing guests with lots of insight into the city and beyond. This extends to the inclusion and promotion of local artists throughout the space.
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With all of the groups’ hotels based in central Reykjavik, there was a clear need to create a distinction between their 8 locations and create a new tier of endorsed boutique hotels. The stylish and industrial ‘Grandi by Center Hotels’ was created to behave more like an independent hotel, whose personality was inspired by the building’s industrial roots and location in the booming creative quarter.
With all of the groups’ hotels based in central Reykjavik, there was a clear need to create a distinction between their 8 locations and create a new tier of endorsed boutique hotels. The stylish and industrial ‘Grandi by Center Hotels’ was created to behave more like an independent hotel, whose personality was inspired by the building’s industrial roots and location in the booming creative quarter.
With all of the groups’ hotels based in central Reykjavik, there was a clear need to create a distinction between their 8 locations and create a new tier of endorsed boutique hotels. The stylish and industrial ‘Grandi by Center Hotels’ was created to behave more like an independent hotel, whose personality was inspired by the building’s industrial roots and location in the booming creative quarter.
With all of the groups’ hotels based in central Reykjavik, there was a clear need to create a distinction between their 8 locations and create a new tier of endorsed boutique hotels. The stylish and industrial ‘Grandi by Center Hotels’ was created to behave more like an independent hotel, whose personality was inspired by the building’s industrial roots and location in the booming creative quarter.
With all of the groups’ hotels based in central Reykjavik, there was a clear need to create a distinction between their 8 locations and create a new tier of endorsed boutique hotels. The stylish and industrial ‘Grandi by Center Hotels’ was created to behave more like an independent hotel, whose personality was inspired by the building’s industrial roots and location in the booming creative quarter.
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