Raising the brand visibility of a regional hotel chain.
Estelar is a traditional hotel group that operates, markets and invests in hotels in Colombia, Peru, Ecuador and Venezuela. Despite having a high reputation for excellence, friendly service and financial strength, Estelar did not have a cohesive brand identity as a chain. The individual hotels were recognized but key audiences didn’t associate them with the Estelar brand. In an industry led by major corporations with strong brands, this weakness limited the group’s regional expansion potential.
Marqas recommended a nomenclature system that maintains the name of each individual hotel and, at the same time, enhances the visibility of the Estelar brand. The logo was redesigned keeping the elements of value that had characterized it. The visual system is conceived based on the idea of a ribbon that evokes concepts of hospitality and celebration typical of the industry, and serves as a guiding thread through brochures, advertisements and signage. Finally, we recommended the creation of a second brand with a new visual identity for the midscale and economy segments. Estelar started being perceived as an integrated chain, valued for its personalized attention and excellence in service. With a new consistent identity, Estelar paved the way to add ventures to its network, and consolidated the necessary brand strength for regional expansion.