Case Study
Millennium Hotels and Resorts
AgencyLloyd Northover Citigate
DesignationAssociate Creative Director
RoleBrand Strategist & Creative Conceptualiser
Year1994–95
SituationAn ambitious multi-hotel project envisioned by investors out of Singapore and Hong Kong.
ChallengeStanding out in a market already saturated with premier hospitality names like Sheraton, Hilton and Ritz-Carlton.
BriefDevelop a comprehensive corporate identity, briefed through our London office.
StrategyThe client’s own instinct proved the winning idea, capitalising on the one thought on everyone’s mind: a new Millennium.
Scope of WorkA comprehensive corporate identity programme.
ResultMillennium positioned itself distinctly from every established player in the category.
NoteA minimal but useful role, guiding the primary thinking behind the brand’s creation.
Millennium Hotels and Resorts launched into a hospitality market already crowded with entrenched names, Sheraton, Hilton, Ritz-Carlton among them. The idea that carried it, naming the brand for a moment the entire world was about to live through, came from the client, and my role was to help shape and guide that instinct into a workable identity. It’s a reminder that the strongest brand idea doesn’t always originate on the agency side, sometimes the job is recognising a good one and building it properly.