Value Hospitality’s success as a management company inevitably led them to the acquisition of a number of their own properties. This natural progression from managing hotels for third parties to having their own hotels meant that they were looking to develop a framework and expand their range of branded hotel properties across the board.
The company already had two brands, Prescott and Everly, but these had grown organically out of necessity- the hotels under these brands simply had the brand names tacked to them, without any in-depth definition as to their positioning and what they stood for. With its fast-moving development, the management company needed to build on its equity by understanding and organising each of its hotels as part of an umbrella brand, owned by a holding and management company. In order to future-proof acquisitions and create organising principles to meet these needs, Brand New Day ran a series of in-depth workshops with Value Hospitality to be able to create, and develop these brands and the strategies behind them, and differentiate them from the competition.
Brand New Day’s work resulted in a change of name for the company, from Value Hospitality to Everly Group. The existing brands were rebranded – Prescott hotels was repositioned as the preferred choice for business travellers that needed a convenient and comfortable stay outside Kuala Lumpur central business district and other suburban areas, while Everly become the four-star luxury resort brand. Two more brands were created – a 2-star hotel brand and a 5-star hotel brand.
Using Brand New Day’s Brand Story model as a conceptual framework, a robust measure of hotel brand equity and brand architecture was developed and validated. The visual idea transferred The Everly’s existing brand identity comprising a Chinese infinity knot to all the hotel brands, with a correlation to the new Everly Group brand name. This new logo based on an infinity symbol was specially created by a 3D imaging specialist and extrapolated across a range of applications including stationery, signage and a website.