Senegal's famous Radisson hotel chain becomes NOOM. A new name marking a new identity, one that is much more rooted in the African continent and its values. We based our thinking on their new pillars and vision, in order to put in place an entire communications strategy to unveil their new brand identity, reassure existing customers and win over new ones.
The first step was to conceptualize a rebranding strategy that would be both creative, to make an impact, and concrete, to maintain the brand's assets, such as its high-end positioning. Our strategy, creative sales and digital teams worked hand in hand to come up with a strategy that would make an impact. The creative concept was to use the notion of a common thread to emphasize continuity in quality and evolution towards a new way of experiencing and feeling Africa. From teasing, to the production of the visuals for the reveal, to the event's D.A. and digital support, we created an entire universe to sublimate the new NOOM identity.
