IHG Hotels & Resorts

Created coherent brand identities and key messaging for a new luxury hotel, restaurant and bar to bring their compelling sustainability story to life.

The vision for the QO Amsterdam was to create Europe’s most sustainable hotel; from the design of the building, to the interior of the rooms, to the food and drinks. IHG needed a creative content specialist to bring this compelling story to life and help create coherent brand identities for the hotel, bar and restaurant.

Jessica’s first task was to work with a strategist on the restaurant and bar offer. They needed to create the identities that would inform the design of the spaces, the menus and the names. It was Jessica’s idea – Juniper & Kin – that became the name for the bar. 

Once the R&B identities had been finalised, she developed the key messaging for the hotel as a whole, which included defining six content pillars and what the focus of each of these should be. From there she led on creative for a holding website and awareness campaign.

For the main website Jessica interviewed key stakeholders and the masterminds behind the vision of the hotel (owners, architects and engineers) to get to the heart of the sustainability story and understand the unique proposition of the QO. This then informed how she told the story across the site, which Jessica wrote in its entirety. She was also responsible for copy creation and sign off on copy for all internal hotel collateral.

Industry Hospitality
Inputs Messaging; Naming; Brand building; Content strategy; Copywriting; Creative