Axel Hotels is a global reference business group that targets the LGBTQ+ community, with a range of quality services and products designed, developed and adapted to that group, always within an environment of diversity and respect for the community.
The rebranding request was threefold: update the group's corporate identity, with its brands and services, define a suitable tone of communication, full of winks to customers, and to show “by Axel" as a brand signature within the group.
The AH capitals fused in a single symbol, represent integration and diversity, pillars of the Axel Hotels philosophy. The updated baseline “we are heterofriendly” is the beginning of the new tone of communication.
The new brand messages are transmitted over these textures: the vast majority of applications have fun phrases or twists in their use, to awaken a smile among customers and generate conversation.
The development of identity for brands, such as AxelBeach and Two Hotel by Axel, is based on the incorporation of new color codes, based on the new brand mosaic that signs all the graphic pieces, which is extended from the original's chromatic level, in search of more brightness and diversity, in addition to provide the "by Axel" brand as a signature for existing and future products.
