Le Méridien

Concepts, tone of voice & copy for global identity

Le Méridien had a limited budget but asked to create a series of corporate identity posters to display in their global hotels. We created a set of seven to show off the diversity of the brand. I used popular quotations from well-known writers and well-travelled people of distinction to sit with striking visuals that would encapsulate the spirit or mood of a location.

Our client liked the creative so much that it paved the way for a new-look hotel and resort directory (including new write-ups on each hotel) and other sales collateral, where I created a new, more relaxed, indulgent tone of voice for the brand.