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The Autograph Collection

The Autograph Collection is an ensemble of independent hotels affiliated to Marriot International hand-picked for its quality, bold originality and uncommon details. Working with Marc n Chantal Designs, Straight was given the brief to come up with a name for one of Autograph’s latest project in Qufu, China – the hometown of Confucius.

The hotel is housed in an ancient Confucius school right next to the Confucius Temple. The challenge is to create a name that could retain the site’s scholarly grace and poetry while transcending a sense of modernity. Straight came up with a series of Chinese and matching English options that is original, clean, easy to remember, and hard to forget.

Brand Image

The brand image has a traditional feel, expressed in the choice of lettering with a monogram reminiscent of the characteristic arches of the family house in Hong Kong. The deep blue colour and gold accent convey a sense of legacy.

Brand Voice & Culture

As we were launching a whole new brand, setting the right tone was critical. We first started with internal branding by creating a staff handbook introducing the brand to every new employee, in a witty and engaging tone.

Brand Communication

The hotel concept is represented through a typical guest journey. The sense of arrival, the staff’s uniforms, the feeling of the rooms, the restaurants… all those elements are articulated in a guest journey framework.

Renaissance Hotels

The Autograph Collection is an ensemble of independent hotels affiliated to Marriot International hand-picked for its quality, bold originality and uncommon details. Working with Marc n Chantal Designs, Straight was given the brief to come up with a name for one of Autograph’s latest project in Qufu, China – the hometown of Confucius.

The hotel is housed in an ancient Confucius school right next to the Confucius Temple. The challenge is to create a name that could retain the site’s scholarly grace and poetry while transcending a sense of modernity. Straight came up with a series of Chinese and matching English options that is original, clean, easy to remember, and hard to forget.

Brand Image

The brand image has a traditional feel, expressed in the choice of lettering with a monogram reminiscent of the characteristic arches of the family house in Hong Kong. The deep blue colour and gold accent convey a sense of legacy.

Brand Voice & Culture

As we were launching a whole new brand, setting the right tone was critical. We first started with internal branding by creating a staff handbook introducing the brand to every new employee, in a witty and engaging tone.

Brand Communication

The hotel concept is represented through a typical guest journey. The sense of arrival, the staff’s uniforms, the feeling of the rooms, the restaurants… all those elements are articulated in a guest journey framework.

I was particularly impressed by the firm’s ability to seamlessly deliver anything from expert pieces on topics like private equity and factor-based investing to creative assets like banner ads for Bloomberg’s charitable events. I command both their professionalism and versatility and am pleased to recommend their services.

J. Wong, Bloomberg

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Related Services

Graphic Design
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Tone of Voice Guide
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