The Berkeley Logo

Advancing the art of luxury

Articulating the story of a different kind of five-star luxury. A strategic brand platform, brand book, tone of voice guidelines and other internal communications helped communicate the vision to employees as well as translate it into tangible service behaviours and guest experience.

The Berkeley Hotel takes a different approach to luxury – fusing world-class service with those unexpected, delightful moments that create a fresh and memorable guest experience.

The brand had already redesigned its visual style to reflect the hotel’s distinctive take on luxury. However as the guest experience lives primarily through the employees, the story behind the Berkeley brand also needed to be clearly defined and shared with everyone internally – from the front desk to engineering teams.

The Berkeley Brand Image
The Berkeley branding case study image

Plum Brands articulated the Berkeley’s brand story as a clear and actionable strategic platform. We then created tools to help translate the strategy into the brand experience itself, by defining brand service behaviours called the ‘Eight Ways’ and developing tone of voice guidelines and training for written communications.

The brand story was shared with employees in a beautifully bound brand book and reinforced with a back-of-house communications campaign, showcasing the spirit of the brand and engaging everyone in the brand conversation.

The Berkeley Brand Image

The Berkeley Hotel takes a different approach to luxury – fusing world-class service with those unexpected, delightful moments that create a fresh and memorable guest experience.

The brand had already redesigned its visual style to reflect the hotel’s distinctive take on luxury. However as the guest experience lives primarily through the employees, the story behind the Berkeley brand also needed to be clearly defined and shared with everyone internally – from the front desk to engineering teams.

The Berkeley branding case study image

Plum Brands articulated the Berkeley’s brand story as a clear and actionable strategic platform. We then created tools to help translate the strategy into the brand experience itself, by defining brand service behaviours called the ‘Eight Ways’ and developing tone of voice guidelines and training for written communications.

The brand story was shared with employees in a beautifully bound brand book and reinforced with a back-of-house communications campaign, showcasing the spirit of the brand and engaging everyone in the brand conversation.