Millennium and Copthorne needed help in creating a new brand that would appeal to a new age of travellers. M Social is a hotel for the restless, curious travellers who plan their own trips and indulge in authentic experiences. To develop such a brand, it was essential that M Social exuded the kind of exuberance that these travellers were after, one loaded with energy.
Beating With the Heart of the City
The visual identity is designed to carry a latent energy and easily deployable to the wide suite of touchpoints a hotel needs. Every single touchpoint was designed with to connect with guests, from bedroom slippers, drinking cups all the way to little housekeeping messages.
A Friendly Voice
What really brought the brand to life was the brand personality we developed. M Social is energetic but not overly excited, its friendly but not fake. As you know, a typical brand does a lot of talking in its promotional efforts but without the right voice, it’s hard to engage the desired audience.
M Social is a meeting place, a node, a gathering of independent spirits.
With the assets and tools we developed, the M Social brand can easily be extended across any new requirements or locations. The extensive project culminated in internal on-boarding guides as well as a brand manual to help staff develop extensions for tomorrow’s needs.