Center Hotels

For Guests Who Want to ‘Stay Like a Local’.

Expertise
Brand Architecture
Brand Identity
Branded Experience and Interior Design
Web Design
Launch and Awareness Strategy
Art Direction

The Challenge

The Big Idea

+ More

No items found.

Our process

The Challenge

The Big Idea

+ More

No items found.

Shortlisted for Best Hotel Design
+77%

Direct Online Bookings Uplift Post Website Launch
+35%

Increased Revenue in 2023 Compared to 2018

Our process

The Challenge

The Big Idea

Find Out How We Transformed The Center Hotels Brand Experience

Find Out How We Transformed The Center Hotels Brand Experience

+ More

No items found.

Find Out How We Transformed The Center Hotels Brand Experience

Find Out How We Transformed The Center Hotels Brand Experience

Find Out How We Transformed The Center Hotels Brand Experience

Find Out How We Transformed The Center Hotels Brand Experience

Find Out How We Transformed The Center Hotels Brand Experience

Find Out How We Transformed The Center Hotels Brand Experience

Find Out How We Transformed The Center Hotels Brand Experience

Find Out How We Transformed The Center Hotels Brand Experience

Our process

Find Out How We Transformed The Center Hotels Brand Experience

The Challenge

The Big Idea

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

+ More

No items found.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

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.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

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.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

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.

Our process

Rebrand and redefine the guest experience for Iceland's most loved hotel chain.

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.

The Challenge

The Big Idea

+ More

No items found.

Our process

The Challenge

The Big Idea

+ More

No items found.

Our process

The Challenge

The Big Idea

+ More

No items found.

Our process

The Challenge

The Big Idea

+ More

No items found.

Our process

The Challenge

The Big Idea

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

+ More

No items found.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

Our process

The new brand is based around the philosophy of ‘Staying like a local’ by giving a real insight into the heart of the city, the spirit of the people and the soul of Iceland.

The Challenge

The Big Idea

In the Center of It All

In the Center of It All

+ More

No items found.

In the Center of It All

In the Center of It All

In the Center of It All

In the Center of It All

In the Center of It All

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.

In the Center of It All

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.

In the Center of It All

In the Center of It All

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.

Our process

In the Center of It All

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 Challenge

The Big Idea

A Local Heart

A Local Heart

+ More

No items found.

A Local Heart

A Local Heart

A Local Heart

A Local Heart

A Local Heart

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.

A Local Heart

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.

A Local Heart

A Local Heart

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.

Our process

A Local Heart

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.

The Challenge

The Big Idea

Sara Kristófersdóttir, CCO at Center Hotels

Sara Kristófersdóttir, CCO at Center Hotels

+ More

No items found.

Sara Kristófersdóttir, CCO at Center Hotels

Sara Kristófersdóttir, CCO at Center Hotels

Sara Kristófersdóttir, CCO at Center Hotels

Sara Kristófersdóttir, CCO at Center Hotels

Sara Kristófersdóttir, CCO at Center Hotels

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.

Sara Kristófersdóttir, CCO at Center Hotels

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.

Sara Kristófersdóttir, CCO at Center Hotels

Sara Kristófersdóttir, CCO at Center Hotels

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.

Our process

Sara Kristófersdóttir, CCO at Center Hotels

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.

The Challenge

The Big Idea

Rich Storytelling

Rich Storytelling

+ More

No items found.

Rich Storytelling

Rich Storytelling

Rich Storytelling

Rich Storytelling

Rich Storytelling

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.

Rich Storytelling

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.

Rich Storytelling

Rich Storytelling

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.

Our process

Rich Storytelling

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.

The Challenge

The Big Idea

Increasing Direct Bookings

Increasing Direct Bookings

+ More

No items found.

Increasing Direct Bookings

Increasing Direct Bookings

Increasing Direct Bookings

Increasing Direct Bookings

Increasing Direct Bookings

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.

Increasing Direct Bookings

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.

Increasing Direct Bookings

Increasing Direct Bookings

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.

Our process

Increasing Direct Bookings

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.

The Challenge

The Big Idea

+ More

No items found.

Our process

The Challenge

The Big Idea

Center Hotels Laugavegur

Center Hotels Laugavegur

+ More

No items found.

Center Hotels Laugavegur

Center Hotels Laugavegur

Center Hotels Laugavegur

Center Hotels Laugavegur

Center Hotels Laugavegur

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.

Center Hotels Laugavegur

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.

Center Hotels Laugavegur

Center Hotels Laugavegur

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.

Our process

Center Hotels Laugavegur

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.

The Challenge

The Big Idea

Grandi by Center Hotels

Grandi by Center Hotels

+ More

No items found.

Grandi by Center Hotels

Grandi by Center Hotels

Grandi by Center Hotels

Grandi by Center Hotels

Grandi by Center Hotels

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.

Grandi by Center Hotels

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.

Grandi by Center Hotels

Grandi by Center Hotels

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.

Our process

Grandi by Center Hotels

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.

The Challenge

The Big Idea

+ More

No items found.

Our process

Our Process

Behind the scenes

No items found.

You Might Also Like

Hospitality

Héðinn

Harnessing the Power of Man and Nature.
More
Hospitality

Côte

Bringing the ‘Joie de Vivre’.
More
Hospitality

HAZ

A Thoroughly Modern Mediterranean.
More
Hospitality

KFC

From Finger Lickin’ Good to Finger Lickin’ Great.
More
Retail

Wall's

Disrupting the Ice-Cream World.
More

Name Drops

Say hello,
We don't bite

Email Us

hello@i-amonline.com
© 2023 I-AM Associates