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CROWN METROPOL

IDENTITY

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CROWN METROPOL BRAND IDENTITY

Brand Strategy, Brand Nomenclature, Brand Identity and Sub-brands, Campaign Art Direction, Aspirational Brief and Brand Extension, Wayfinding Strategy and Schedule, Wayfinding Signage Systems, Building Identification, Signage Guidelines, Cost Planning and Prototyping, Tender and Construction Administration

The Crown Entertainment complex is Melbourne’s largest entertainment venue, attracting over 18 million visitors each year. The third Crown hotel in Melbourne, Crown Metropol, designed by Bates Smart opened in 2010, targeting urban leisure and business guests. We were briefed to develop naming, a brand strategy and identity for the hotel, a sophisticated penthouse club lounge, ‘28’ and hotel spa, ‘ISIKA’. This included implementation across print collateral and signage.

With its design and service offer in mind, we positioned the hotel as an ‘urban retreat’. Our graphic language, visual identities and campaign photography embodies a quiet, intimate sophistication that echoes the luxurious, sleek and contemporary elements of the architecture and interiors.

Architecture and interior design: Bates Smart