The Nina Experience
The Brief — Renewing A Historically Significant Hotel Brand in Hong Kong but Keeping the Essence of Hospitality
Nina Hospitality, a heartwarming positioned hotel group, has gone through a rebranding process. Despite the new logo showcasing the elegance of the brand, the hospitality group itself was in search of the heartfelt character that brings life into the new branding.
That brought the client to us, where we realised the multiple gaps waiting to be filled, from developing a comprehensive visual system, to create a holistic experience for the hospitality brand.
Strategy & Art Direction
Hong Kong
January 2022
Current State - Rolling Out
Part of the team Eight Inc.
Research Insights #1 —
Finding the Essence of Nina — the Playful Sophistication
The project includes site visits to 12 Locations, cross-level interviews with 30+ managers and operational staff, and physical and online workshops to identify the customer segments, operational concerns from the frontline staff and the vision from different managers. Then we synthesis the findings and distilled them into the Nina Experience Principles.
Research Insights #2—
Offerings that Tie to Hong Kong Culture Are Most Well-Received Through Online Co-Design Workshop
We have 2 different online workshops that ideates with managers on what offerings are possible and favoured by both operational side and customer side.
Then we categorise the ideas into the Experience Prism:
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Signature Experiences - the essence that appears across all hotels
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Augmented Offerings - specialised according to the tiers of hotels
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Brilliant Basics - the engine that could not be broken
Strategy that informs the Service Design —
Surprise Yourself By the Heart of Hospitality
After the research phase, we had consolidated into 21 Experience Ideas that derived under the Experience Principles. We have also considered the environmental, communications and behavioural implementation of the ideas.
Brand Architecture
— Three Tiers in The Nina Group
The group, as well as its three sub-brands, will be further established clearly within a 3-year renovation plan, where each tier is targeting a specific customer segment and providing different services.
From there, we designed the unique art direction, which will serve as the character of each tier, and the holistic hospitality experiences for each of them.
