CASE STUDY
Forging a New Standard of Luxury
The Pinnacle Kigali Brand Identity
Client: Spelman Estates Rwanda Limited
Agency: BHM Designs
Services: Brand Development & Strategy, Visual Identity, Brand Guidelines, Print & Digital Collateral, Environmental Signage, Creative Direction, and Web Design
Timeline: 12 Months
THE CHALLENGE
A Blank Canvas in a Rising City
The Opportunity: To define a new archetype of luxury in Kigali. This was the chance to craft the definitive brand identity for a stunning new property designed to be more than a hotel, but as the city's most sought-after sanctuary and social epicenter, setting a new benchmark for excellence.
The Challenge: The absence of any brand equity meant that first impressions were everything. We had a single opportunity to launch The Pinnacle Kigali not just as a new hotel, but as an iconic destination. This required a 360° brand creation process where every element, from the core messaging to the physical artifacts, had to simultaneously speak the universal language of luxury while telling a fresh, compelling story about East Africa's place on the global stage.
Our Goal: To architect a brand that would transcend the hotel category and become a scalable institution, a pan-African hallmark of luxury. The identity needed to be instantly recognizable for its exclusivity and sophistication, yet possess the depth and flexibility to embody the unique vibrancy of Rwanda authentically.
OUR STRATEGIC APPROACH
More Than Aesthetics
Deep-Dive Research & Strategy
Market & Competitor Analysis: Understanding the global luxury landscape and the specific opportunity in Rwanda.
Audience Profiling: Defining a multi-faceted portfolio of elite guests, including High-Net-Worth Individuals, Diplomats, 'The Great Doers,' and Corporate Executives. This profiling identified their core motivation as a need for a "private space for public impact," desiring an environment that blends sophisticated luxury with purposeful connection, tailored for those who actively shape progress.
Brand Positioning Workshop: Distilling the brand's core identity into three foundational pillars, known as the "Three Peaks": The Pinnacle of Service, The Pinnacle of Growth, and The Pinnacle of Camaraderie. This framework directly informs a brand essence built around "The Doer" archetype, targeting influential guests with messaging that is witty, discerning, and purpose-driven.
Naming & Verbal Identity: Developing the brand story, tone of voice, and key messaging.
Crafting the Visual Language
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The final wordmark was strategically shaped to reflect the property's architectural identity and elevated hillside position. The typography features a grounded, hand-cut aesthetic, and ode to the owners' new role as disruptors, cementing their status as new titans of African hospitality.
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We established a core identity rooted in the classic elegance of black and white. This was complemented by a curated selection of subtle accent colors, inspired by the property's own finishes, to be used sparingly to maintain a harmonious and cohesive aesthetic.
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We built a sophisticated typographic hierarchy using four complementary typefaces: Cardo for headlines, Apparat for the slogan, Inter for body text, and Playfair Display for quotes—creating a balance of classic luxury and modern clarity.
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To add a layer of personalized warmth and conceptual depth, we introduced a series of hand-drawn black and white illustrations. Featuring Rwandan flora, gorillas, and the property's central welcoming statue, these elements serve a dual purpose: they are an ode to local artistry and act as a metaphorical blank canvas, inviting the discerning viewer to project their own aspirations and color their own unique experience.
The Solution: A Cohesive Brand Universe
Brand Guidelines 2024
Bringing the Brand to Life: Application & Execution
Print & Collateral: Elegant stationery, bespoke check-in portfolios, and custom business cards.
Digital Presence: A sleek, user-friendly website that reflects the luxury experience, with bespoke photography and intuitive booking functionality.
Marketing Suite: Social media visuals, advertising templates, and promotional brochures that tell a consistent brand story.
Environmental Branding: Internal signage, wayfinding, and door numbers that enhance the physical guest experience with subtle sophistication.
Creative Direction of all Guest Experience Touchpoints: From all restaurants’ menus, in-residence materials, from robes, slippers, to coffee machine instructions. All details considered with a touch of delight and wit! (Have a look below)
Sample Business Card
Letterhead & Envelopes
In-Residence Items
Restaurant Coasters
In-Residence Coasters
Stickers for In-Residence Treats
Do Not Disturb Signs & Towel Signs
The Results: The Definitive New Standard for African Luxury
A Fully Realized Brand: Successfully executed a distinctive and compelling brand from scratch.
Buzzing Critical Acclaim: Positive reception from target audiences and industry insiders.
Seamless Guest Experience: A cohesive and immersive brand journey from online discovery to on-site stay.
