Over two years, Right Angle were embedded in TFE Hotels’ brand team, working intimately with a department that are both champions and custodians of the brand we were creating together. The brief they came to us with was thoughtful and considered, as they asked how a brand-first approach to hospitality could elevate their position in the market. Rather than a standing start, we picked up where UK-based brand strategist Philippa Wagner left off, with a two week immersion period with her at our side. The research she provided us with posited that Adina’s ‘Australian-ness’ was among its greatest assets, because global notions of Australiana, as it turns out, are rooted in wholesomeness, a lack of pretension, and a kind of neo-classic timelessness.

Off the back of this research, we began the development of a brand refresh, moving from brand positioning to brand identity, before settling into define the brand experience and all its various touchpoints. From the brand story – “Your stay, your way” – to the tagline – “Living made easy” – and across new language principles, colour story, naming conventions, graphics and photography and video, we developed the concepts and pillars that personified Adina’s enduring offer.

Over the past 18 months, we’ve worked to bring the brand to life through a suite of revived collateral: stationery, posters, umbrellas, digital comms, keycards, door hangers, tote bags, recipe cards, social media; multiple photoshoots, a brand video and a mammoth 96 page brand guidelines document that will inform how the brand is encountered for years to come.