Overview / The Challenge
With more than 2,300 hotels worldwide and a strong pipeline of future growth on the horizon, the ibis name is a force to be reckoned with in the global hotel industry.
Eight years ago, W developed the visual identity for the ibis brands within the Accor Group - ibis, ibis Styles and ibis budget. Today, with consumers seeking a more meaningful and stronger emotional connection to the products and services they use, the ibis brands have embarked on a plan to better assert their respective personalities.
With new designs, updated service delivery platforms , fresh F&B concepts and a data-driven commitment by the brand to music with the creation of its ibis MUSIC platform, ibis was steadfast in making its refreshed presence more visible.
After breathing new life into the ibis Styles, with the roll out of exciting new concepts, brand markers and impressive new identity, it was ibis' turn to assert its uniqueness and tackle a new communication challenge: "How to move from a brand platform that speaks to the masses, to a more lifestyle-focused brand that speaks to consumers on an individual level?”.
After conducting extensive guest and consumer research, the brand quickly realized that one of the most unifying and universal themes was music; music is embraced globally, makes people feel good and elicits emotion, and appeals to everyone in a very unique and personal way.. The passion for music cannot be captured in mere words, it must be lived and experienced. It is from this insight that we have worked on a vibrant, impassioned brand with an irrepressible connection to music.
A new brand language that translates and brings this concept to life in a vibrant way around three main pillars:
The verbal language with a tone of voice inspired by the musical repertoire. The brand manifesto was also inspired by song titles and set to music by the agency. It was then filmed and edited as a clip sharing the same state of mind.
The graphic language with a specially designed typography “Vibis” based on four distinct musical styles. A photo shoot in Barcelona with photographer Felipe Barbosa, showcases the irresistible vibration that seizes the hotel guests.
The motion language: for ibis, Agence W has invented a brand that literally lives and reacts to music. The logo and typography have been designed in movement and literally dance to the sounds of different musical styles.
« The ibis brand is ahead of other economic brands; it has understood that the essential thing is to develop a state of mind in which customers can get to know each other and themselves better, which is a fundamental aspect of designing an experience that is compelling and which provides meaning. We all remember a good concert, but who remembers the sheets they slept on? » says Martin Piot, Directeur Général design - Président de la Maison W
« ibis is shaking up economy hotel standards by offering travelers and local residents a new customer experience through areas and events intended to enhance social interactions. Our new brand identity reflects this transformation focused on openness to others and a passion for music. » says Caroline BENARD, VP ECO Brands Experience – Global Marketing