Belmond brand

Brand building

Instrumental in the building of the Belmond brand from inception through to becoming the World’s leading luxury hospitality brand owned by LVMH

  • Structure

    SNCF licensed the Orient-Express name to our company. Not being our own brand meant the value of the company was held by a third party. The process was started to build a new brand and Belmond was chosen as the prefered route. To accelerate the roll out I started work on the identity before the final name was chosen.

  • The Mondial

    Belmond means ‘Beautiful World’, in line with other luxury brands there was a desire to have an emblem to act as a symbol for the brand. Inspired by celestial maps of the Universe there are seven rings for each letter.

  • Logotype

    As the logotype developed it was decided that this direction was the strongest route and was adopted by the brand and the Belmond name was launched on February 2014

Creating the visual identity and the whole brand structure, designing the logo, defining the complete visual identity and brand structure. Working with the SVP Brand & Marketing we created a complete brand ecosystem and brand house and values with the subsequent roll out to employees and investors.

Building a brand hub that housed all the guidelines communicating the brand structure. I also set up and managed the image library, which became the source of truth for all images and videos to be used by the teams.

Digital ecosystem

Translating the brand into the digital space with each site reflecting the uniqueness of each of the products. We created a full set of images per product and used each of their colours to set each apart.

Guidelines

Creating a full suite of guidelines to articulate the brand. Setting style sheets for the digital presence online and social media.

Publications

A full range of branded publications, in room magazines, Product Directory, and Experience brochures