Conrad Hotels and Resorts is comprised of commercial centers, corporate hotels and established resort destinations. The group has a strong international presence and reputation, distribution in untapped markets, and is strategically positioned in the current economic climate with corporate accounts. That said, in 2007, their brand awareness was extremely low while competition for this type of hotel was growing at a rapid pace.

The opportunity was to establish, solidify and communicate Conrad’s position as an industry leader for “intelligent luxury” delivered through a high-tech experience in a high-touch environment; a modern global network for the seamless blend of business and pleasure. Secondarily, AR New York was tasked with evolving and unifying the look, feel and voice, while still communicating the new core values and brand mission for 30 hotels around the world.