Tasked with conserving the legacy of this iconic brand of classic hospitality, Sedgwick Richardson’s Southeast Asia team worked closely with the E&O management in defining and developing the brand from the inside out. Crafting a timeless brand story and personality for the E&O brand formed the origin of our branding journey, one that smoothly transitioned into creating and curating a series of distinctive brand promises.
Beyond logos, the challenge was to internalise these brand promises and align them to the service culture of the fabled hotel. The design and delivery of a customised brand immersion session involving cross-functional teams and heads of departments was our starting point in cascading the brand story internally. The journey was further fuelled by the design of bilingual core values and brand promises cards for all employees to live the brand promises.
Respecting the established equities in the E&O brand name and its identity, our approach in expressing the brand in a more contemporary fashion focused on strengthening the brand’s iconography: timeless symbols of heritage, authenticity and classic style that could travel further in time and also geographically. An understated and considered brand language was also carefully crafted, one that enabled the brand to speak with confidence while subtly evoking its timeless charm.
Helping the E&O brand engage with a new generation of digital travellers, a set of social media guidelines was created with content designed for a phased campaign leading up to and beyond the launch of the refurbished Heritage Wing. Detailed photography styling was incorporated into the brand guidelines to direct this phased campaign.
Storytelling features prominently in the brand’s fabled past and we were fortunate to be able to delve into the E&O’s rich historical archive to recontextualise the emerging brand story. We brought this story to life through an immersive exhibition. A narrative that wove the brand promises with its heritage across a series of exhibition panels and displays was revealed at the soft launch ceremony.
Attended by over 500 invited guests and VIP’s from the Penang community, the E&O’s refurbished Heritage Wing launched in style.