MELIA GROUP

Meliá Group of Hotels arrived facing the challenge of presenting four distinct sub-brands under a single corporate umbrella while preserving each brand's unique identity and target guest appeal. The goal was to establish an authentic, differentiated brand framework for each entity and roll out a global identity system across all touchpoints worldwide.

The strategy uncovered a distinct core truth for each sub-brand, creating tailored narratives rather than applying a uniform visual style across the group.

Each entity was given a distinct expression: Gran Meliá was built around the Red Glove Service standard; ME by Meliá introduced a personalized handwritten mark for urban boutique spaces; Circle by Meliá was framed around the promise of the never-ending holiday; and Paradisus Resorts was positioned around romantic getaways for guests, agents, and wedding planners. The rollout was executed internationally across photography, campaigns, stationery, and film, delivering a cohesive brand ecosystem from corporate strategy to the guest room experience.