Context

GA Brand Design had been commissioned to develop Millennium Hotel’s luxury sub-brand, Lengs Collection. The challenge was to build a brand story that unified a diverse property portfolio whilst also communicating the flair of the man behind the brand – Chairman Leng.

Project

Engaged to develop a service experience that brought to life the brand story in both an appealing an operationally feasible manner required speaking to business stakeholders (from on-the-ground staff, to brand and management), plus the high net worth target traveller. From here we developed a service experience that was explored and refined in a senior management workshop before the final experience was developed.

Results

A unique, elevated, end-to-end service experience bringing to life the brand’s powerful story in a human-forward, consumer relevant and operational feasible manner.

• 

•