Maxima Hotels is a chain of city hotels in Russia. Due to dynamics and potential of this market sector in Russia and in the global arena, the company’s management decided to create a new brand image with an outstanding visual style in communications to project the main brand drivers via a new brand identity, tone of voice and application standards.
Based on a brand audit, strategic phase results and definition of the key brand drivers, Rayner began with refinements of the existing identity and development of the tone of voice. In the view of specifics of the hospitality sector, Rayner developed and recommended alternative models for a brand structure enabling the company to organically extend an existing brand line to new business opportunities.
Along with a new brand identity development and its application guidelines Rayner has created concepts for a visual language maximising identity potential into the international markets.