ABOUT

BRAND REFRESH AND VISUAL LANGUAGE
Spontaneous, natural, fun, lively and engaging

EAST is a group of lifestyle business hotels that take work and personal life balance to an exciting new level. While plugged into the needs of commerce, EAST also entertains and radiates energy from its seriously lively bars, cool clubs, neighbourhood cafes and engaging staff. The EAST brand personality is all about being natural, characterful, spontaneous and fun. Swire Hotels commissioned Yang Rutherford to capture these qualities with a brand identity and visual language refresh.

First, we energised the logo, previously featuring muted corporate colours and quiet plus mark, with a bold black and bright orange line scheme. Then added a series of characterful symbols to identify individual properties in a more engaging, fun way. Next, to better communicate the brand personality, we conceptualised and art directed a series of 100 photographic images. Shooting more than 15,000 frames, we cultivated an instagram look that is fresh and unpredictable in nature. Indeed, the images appear as if taken by guests themselves. Lively and, at times, a little mad, the library of photographs speaks volumes for this wonderfully unstuffy, vibrant collection of hotels.