We wanted to retain as much of the existing brand equity as possible. The Playa logo and colour have achieved widespread recognition and value globally, and should therefore remain untouched. Our strategic focus was to foster growth by creating a more personal, more human image, and by improving the visibility of the brand across the vast range of touchpoints used worldwide. It was equally important to provide the tools required to appeal to specific local markets – whatever the region or country – without losing the ‘one brand’ principle.
Having identified consistency as the key we redefined Playa’s, designing a clear brand personality and structure to ensure a flexible, yet clearly uniform look and feel across the globe – from websites and communications, to interiors and fleet liveries. We also introduced a new approach to photography, placing the emphasis on people.
The visual identity designed by Kraemer Agency confirmed and supported the leading position Playa has achieved in the global marketplace. Our design introduced the flexibility required to make it easier for Playa around the world to communicate with local audiences, whilst contributing to the ‘one brand’ principle. This helped to grow the business and strengthen the brand’s position as a global leader.
