JAL Hotels has been a hotel management company since its establishment in 1970 as a subsidiary of Japan Airlines Co. Ltd.
Our challenge was to raise awareness of Hotel JAL Tower Dubai and Hotel JAL Fujairah Resort through a positioning which emphasizes its differentiation from their competitors and an architecture system which connects them to each other.
We wanted to create a brand that establishes a dialogue with its guests, yet differentiates the city property vs the resort property. When their guests travel with JAL they “Travel to Harmony”, not a place but a feeling, not Japan but a sense of Japan.
The brand has the authenticity of some of the key pillars of Japanese culture, such as Efficiency and Refinement, that lead to a harmonious state of being. The JAL brand we created has simple compositions with few elements, to reflect that clean, cut, calm, polished look and feel.
Brand Strategy / Brand Identity Development / Brand Guidelines