Reflecting the changing conception of luxury

Strategic and visual rebrand of St. Regis Hotels & Resorts to reflect the evolution of luxury since the brand’s founding in 1904. With 2x4.

Role
Research + analysis
Brand strategy
Writing

Team
Partner: Michael Rock
Strategy: Beverly Liang, Philippe Ostiguy
Art Direction: Colleen Herman
Design: Ryan Weafer, JiEun Rim