Park Regis Hotels have a long and distinguished heritage of providing quality accommodation. Not content with reputation alone, Park Regis remains a contemporary choice, offering excellent amenities, up-to-date features, innovative technologies and first-rate service. Recognising that their well-established Park Regis brand identity did not reflect its current service offering owners, the StayWell Hospitality Group, commissioned Think Creative Agency to develop a new look and feel.
Adding complexity to the brief was the requirement to retain the brands’ highly recognisable logo and colour palette while creating a modern, engaging and brand-appropriate personality. With hotels across the country and around the world, reflecting the brand’s proud Australian heritage was another key requirement.
Through the introduction of a bespoke pattern honouring Australia’s Aboriginal people, combined with high impact layouts and quality photography, we were able to retain the core brand elements while creating an exciting new look. To ensure the proper implementation of the new brand style we developed comprehensive brand guidelines for all applications. We have rolled out this exciting new look across more than sixty products, including dual language versions, and manage the design, print and distribution of materials across all hotels to ensure compliance and consistency.