Discovering future potential through past tradition. Yuda

Challenge

International competition was threatening Yuda’s 20-year dominance of the luxury hotel market. We had to consider where they were and plot a clear path to where they needed to be.

Insight

The rise of the Chinese middle classes has seen a corresponding expectation of a better lifestyle.

Solution

The Yuda Palace hotel in Zhengzhou, designed by renowned architect CY Lee, is the only 5-star hotel in the region. Aggressive expansion had created 4-floors of conference space and the new Yuda FuFu Shopping Palace. Both developments needed to complement each other to attract more business in an increasingly competitive market.  

We worked closely with management to define the company’s strategic vision, brand position, attributes and visual identity. Focusing on the region’s rising affluence, we positioned the development as the first luxury lifestyle destination in Henan province. 

The new logo we designed for Yuda Palace reflects the original design ethos of the building. The two hands in prayer represent the spiritual significance of the province that gave birth to Zen Buddhism. The region’s desire to recapture past importance echoes Yuda’s own ambition to respond to increased competition. 

A clearly defined, yet flexible, brand architecture allowed the hotel and shopping plaza to communicate effectively together, individually or to leverage luxury brands like Louis Vuitton, Gucci, Armani and Zegna.

The new logo, vision and positioning, combined with co-branded partner advertising, provided a platform for this iconic local brand to compete with the world’s best once again.

Results

Yuda’s new brand vision was launched in July 2011 to encouraging partner and customer recognition.