HEALTH IS CONTAGIOUS by Landor Paris for Kempinski Hotels

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HEALTH IS CONTAGIOUS

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market France
Agency Landor Paris
Designer Leslie Pochat
Released March 2012

Credits & Description

Category: Logo Design
Advertiser: BE HEALTH ASSOCIATION FOR KEMPINSKI HOTELS
Product/Service: BE HEALTH ASSOCIATION
Agency: LANDOR ASSOCIATES
Senior Designer: Johanna Roca (Landor Associates Paris)
Executive Director/Brand Experience: Caroline Amand (Landor Associates Paris)
Designer: Leslie Pochat (Landor Associates Paris)
Design Director: Brad Stevens (Landor Associates Paris)
Production Artist: Igor Ryvkine (Landor Associate Paris)
Associate Client Director: Anita Lim (Landor Associate Paris)
Media placement: Stationneries - Hotels - 25 April 2011
Media placement: Brochure - Hotels - 1 March 2012

Describe the brief from the client
Kempinski, the 5 star hotel group with an extensive footprint in several countries, decided to start a foundation to provide local communities with free and cheap access to health care.
To develop the BE brand, visual identity and look and feel.

Describe the challenges and key objectives
To engage, both visually and verbally, high-potential donors and convince other associations to join the BE initiative by owning the sunny side of health.
To stand out from the traditional over-dramatising and problem-centric NGO universe.
To create and develop an identity which should be sufficiently flexible to work both in a 5-star hotel environment and in the impoverished communities where the foundation is most active.

Describe how you arrived at the final design
BE is about being. BE is about spreading well-being. BE is about spreading health.
We created the positioning, the name, the identity (adaptable to the flag colours of each country) and the comprehensive look and feel.
BE, also evokes, both verbally and visually, the bee and the swarm, busy and constructive, providing a precious nectar, the source of health.

Give some indication of how successful the outcome was in the market
The foundation is building awareness and continues grow, recently spreading health to Thailand.