After a four way pitch involving some of the best creative minds and strategic agencies in Asia, Qube was appointed as the agency of record in March 2013 to re-launch The Residence Hotel brand aligning it with its holding company, Cenizaro Hotels & Resorts.
The challenge: to deconstruct the brand; to be subtlety direct, intriguingly normal, uncommonly predictable, and many other contradictions that became key anomalies we embraced as the DNA began to take shape. Creating a timeless identity would only work if the visual language embraced the same timelessness beauty. Classic photography from the world greats such as Herb Ritts and Bruce Webber mixed with contemporary styles from Sebastien Kim and Marcheller emblazoned the walls of the agency as we began to develop a unique style that would position the campaign in the spirit of these greats.
Part of the project included building the hotel chain’s new image library for each of the 4 properties: Maldives, Mauritius, Zanzibar and Tunis. An enviable task you may think for any creative director. It was during one photo shoot in the Maldives that our Creative Director, Quentin Berryman caught a unique photo of two models as they cycled back to their villa. Light bathed their backs and the white powder sand in front of them lit up their faces as they joyfully enjoyed their moment. It was only when Quentin had returned to the studio in Singapore and opened the file that he realised this was the image we had all been looking for all along. It was the essence of pure bliss caught in a split second. It’s that place we all go to when we need an escape where moments are enriched. The shot was an accident of pure genius. The sunlit bathed photo lent itself perfectly to a colour correcting mix of retro and de-saturation to become something unique in the hospitality environment. Typography and grid had to remain timeless and with a cheeky hand-scripted headline the campaign was born.
On the heels of the new global campaign came digital applications, print and on-property collateral culminating in the re-launch of the brand back into the hospitality limelight with stunning results.