Situated in Jeddah, Saudi Arabia, Hotel Galleria by Elaf Group stands as a 5-star luxury hotel epitomizing opulence and heritage. Drawing inspiration from Giuseppe Mengoni's architectural brilliance, this iconic establishment symbolizes grandeur and culture. In response to the ever-evolving landscape of Saudi Arabia, Elaf Group entrusted Jpd with the task of rebranding and repositioning Hotel Galleria as the ultimate destination for both business and leisure travellers. Despite the challenges posed by the COVID-19 pandemic and global hotel chains, Jpd successfully devised a comprehensive branding program that celebrated the hotel's rich heritage and captured the essence of Saudi Arabia's dynamic tourism sector. This case study is a testament to Jpd's strategic vision and creative prowess in revitalizing Hotel Galleria, establishing it as an indispensable landmark for a discerning audience.
Brand Strategy, Brand Voice, Brand Identity, Collaterals and stationery, Brand Guidelines
The challenge was repositioning Hotel Galleria as a luxury property for business and leisure travellers. To be successful, the Elaf Group needed to develop an innovative brand positioning that would communicate the hotel’s unique character while appealing to an international audience. Additionally, cultural sensitivity had to be considered when creating the new identity.
The COVID-19 pandemic severely impacted the hospitality sector, and the market was saturated with several international hotel chains, making it challenging to create a unique brand that would stand out. The key challenge was to retain and enhance the legacy brand while targeting an elite and noble audience. Jpd had to develop a careful branding program highlighting the hotel's unique and exclusive experiences and the essence of the transformations in Saudi Arabia's tourism sector.
Jpd created a brand story positioning The Hotel Galleria as an iconic destination, emphasizing its deep roots in Saudi Arabia's culture and unique experiences for discerning guests. The brand experience for guests was inspired by the hotel's heritage and architectural grandeur, with a complete walkthrough from arrival to departure, including activities, culinary experiences, and social life. The design process refined the brandmark, creating a stand-alone brand that emphasized Jeddah's location and utilized pastel colours inspired by the hotel's interiors. The team developed a visual expression around luxurious lightness, imitating the play of light and shadow on surfaces within the hotel experience.
The rebranding program helped The Hotel Galleria to achieve a 100% retention rate and attract new visitors seeking safe stays and premium experiences in the post-pandemic world. The hotel was recognized with several prestigious awards, such as the World Luxury Hotel Awards, Continent Winner, 2021, and the Best Visual Identity for Hospitality & Travel Sector at the Transform Awards MEA. The HACCP Codex Alimentarius Certificate recognized the hotel's excellence in food and beverage services. The new brand story and experience helped The Hotel Galleria to maintain its legacy while enhancing its positioning as a quintessential Jeddah landmark for a noble and elite audience.
Transform Awards MEA
Bronze Award Winner
Best Visual Identity for Hospitality & Travel Sector