How to reposition an iconic destination into a luxury hotel?

The hospitality sector was severely impacted by the COVID-19 pandemic, 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 rebranding program that highlighted 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.