Hyatt — Developing a compelling brand story for Nam Nghi
CHALLENGE — Nam Nghi, a boutique resort in the Vietnamese island of Phu Quoc, had been operating for just over a year when the opportunity of joining Hyatt’s Unbound Collection came up. Upon taking over the property’s operations and marketing, Hyatt saw the potential for telling Nam Nghi’s brand story in a more powerful way and to further align it with the principles
of the Unbound Collection – a selection of individual luxury properties across the globe that celebrate provenance, locality and experience with minimal links to the Hyatt brand. Built on a secluded peninsula and featuring a private island, Nam Nghi was a beautifully designed hotel that suffered from the desire to cater to diverse audiences, losing sight of what they stood for in the process. We were enlisted to develop their brand positioning, narrative and a full-fledged redesign of their identity system.
SOLUTION — We started by identifying what was unique – a strong sense of preservation of the unspoilt Phu Quoc island as well as the coral reefs around it – and as a result, positioned the property as a destination for affluent nature- conscious guests who crave for authentic experiences with minimal environmental impact. Centred around the positioning ‘Nurtured by Nature,’ we then designed an immersive identity that conveys the idea of immersion in nature through the use of patterns and hand-drawn illustrations. Aside from developing comprehensive guidelines for the resort marketing team, we delivered designs and ideas for touchpoints ranging from in-room amenities to F&B / wellness outlets as well as digital apps.
- Project Roles
- Art Director, Designer
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop
- Brand Guidelines, Brand Identity, Branding, Logos
- Project Industries
- Real Estate, Restaurant