Challenge
citizenM is a new breed of hotel, a Netherlands-based brand with central locations in thirteen cities across Europe, America and Asia, including London, Amsterdam, New York, Paris and Shanghai. For citizenM, as is common in the hospitality industry, branding is everything. Translating citizenM’s brand guidelines into physical visuals was challenging. citizenM needed a wide variety of branded materials with a consistent look and feel, regardless of the city or country the hotel is in.
Solution
From Amsterdam to wherever the f*ck they want. That’s pretty much how citizenM wants us to find creative, sustainable and affordable solutions for all the crazy ideas we come up with in collaboration. Colourcake acts as the global creative production specialist for all branded touchpoints in the hotels, with a strong focus on improving the guest journey. We monitor all global productions so that everything is in line with the citizenM brand guidelines. Factories in Shanghai must produce items as on-brand as those produced in New York. We are brand defenders, anytime and everywhere. We have set up an efficient workflow, from design and distribution to the direct delivery of all of citizenM’s branded items to every hotel, no matter the country or continent. We manage these global productions with a very short turnover time, so citizenM can continue to create countless brand initiatives without having to worry about the practical details. That’s for us to manage. From big print projects for city celebrations, collaborations and events to day-to-day items like “Do Not Disturb” signs, in-room guides, newspapers, room numbers, matchboxes and notepads, Colourcake creates it.
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