shared

When there are acquisitions and corporate operations, all brand architecture tends to need flexibility. Sometimes this is achieved through catch-all brands, but Yurbbann Hospitality Group was not resigned to its versatile hotel brand being just another generic brand… Although they encountered the problem that the diversity of hotels that the brand would contain could be very broad. How to define what was so difficult to define?

The brand should transmit unity in diversity. The same quality of service, the same standards, the same way of understanding hospitality, but in potentially different environments. Which led us to the idea of movement, of what moves us, of what is changing, of what is collective.