The Emirates Palace is a luxury five-star hotel in Abu Dhabi in the United Arab Emirates. The hotel was built in 2015 and is a mix of Islamic architectural elements such as balance, geometry, proportion, rhythm and hierarchical emphasis alongside modern methods of design and construction. The central dome features elaborate geometrical patterns and 114 smaller domes are spread over the building.

Kempinski Hotels approached us to refresh the identity for The Emirates Palace. The hotel hadn’t had a brand refresh since opening and was in need of an overhaul to stay relevant. Our brief was to redefine the perception of ‘The Palace’ by repositioning the brand to reflect its elevated status.

With guests expecting more from their hotel stays, it was essential to communicate the history of the brand while staying relevant in a highly competitive market. Overcoming numerous challenges, we successfully positioned Emirates Palace as a distinguished destination for discerning travellers.

With the interior design staying true to what you’d expect of a palace, we relied on weaving a narrative into the brand. Drawing inspiration from architectural details, we conceptualised an identity that would not only complement the hotel's aesthetic but tell its unique story.

From the logo refresh and colour palette to the typography, photography and brand collateral, each component of the brand's identity was crafted in great detail to work seamlessly with the interiors.

In addition, we were tasked with refreshing the hotels food and beverage offerings on the same timeline.