When Rebecca asked us to help rebrand her company, we knew we had to carefully analyze her niche clientele. Her hotels and destinations are privately owned properties often for generation of families that offer exceptional personalized services. Her seasoned travelers expect authentic and memorable experiences, impeccable service, elegant accommodation and meaningful learning experiences. Therefore the design of her brand and collaterals had to reflect Rebecca Recommends’ philosophy and services and help maintain the reputation it had carved for itself over a decade.
BRANDING AND COLLATERALS Colour is a powerful visual tool in evoking memory. Keeping this in mind, we decided to keep the shade of purple previously used in Rebecca Recommends logo and website. However, we simplified the logo, swapping the script font in the old logo with a cleaner, leaner version with the curved strokes and the dramatically contrasting thick and thin lines of a Neoclassical serif, while shedding the clunky, brackets. This made the overall appearance fresh and contemporary, while being reminiscent of traditional values.
CHALLENGES Connecting luxury boutique hotels and destination management services, Rebecca Slater handpicks with great care each client that she represents on her top-tier portfolio under Rebecca Recommends. This thriving business had been running for over 10 years by a group of experienced hospitality professionals. But to secure new, up-and-coming, clientele on board, Rebecca Recommends needed to modernize the appearance of the brand and revamp the website so her clients could be represented for the savvy new generation of luxury travelers.
WEBSITE Brainstorming back and forth for the website, we knew that we wanted the site to be very easy to navigate for busy travel professionals, with the main topics headings quickly accessible. Using large full-screen images was unanimously agreed upon, for the stunning imagery of some of the most beautiful places in the world deserve to be seen in all their glory. The menu is a clean, categorical summation of each page in the site. For the main pages, we opted for a large stylized header with full-width images, followed by detailed description of each client. We maintained the signature RR purple for the logo and accents and used a grey-beige for the rest of the text so as to give a warm feel against the stark white background.