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Silvermoss | Branding - IHG Heart of House
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IHG Heart of House

Putting Heart Back Into IHG's Back-of-the-House

Project Highlights

Client:
InterContinental Hotels Group (IHG)

Date:
April 2012

Download Case Study

Silvermoss was chosen by IHG to design, develop and implement its globally-acclaimed Heart of House campaign to North America for launch in its initial pilot hotels. The challenge involved extensive interpretation of high-level brand guidelines, interior space planning and measurement, bilingual translation with cultural considerations and overall design execution / installation.

Silvermoss worked with internally with key IHG operations management and international agency of record to execute implementation on multiple levels. A detailed photographic audit was taken of interior wall space with extensive measurements, computer-aided design visualization, surface preparation, painting, color matching, graphic interpretation of brand guidelines and bilingual translation for dual English / Spanish audience.

The launch, aided by bilingual, Spanish-speaking IHG management was delivered in both languages to reach the large Latin-American employee base across all Holiday Inn and Holiday Inn Express hotels involved. Maximum HR impact was realized, improving employee morale and engagement rates. Management tours of IHG properties now involve Heart of House walk-throughs for important figureheads such as local congress members and statespeople.