Deutsche Hospitality // Brand Portal

In collaboration with Deutsche Hospitality, G-P-U-N-K designed a cutting-edge digital brand portal that revolutionizes how the company manages its brand across its 800+ hotels worldwide. The portal provides a fast and easy way for all stakeholders to access brand-related materials, ensuring consistency and coherence across all touchpoints.

By focusing on interactivity and inspiration and providing an intuitive structure that enables creative minds to get started right away, G-P-U-N-K helped Deutsche Hospitality achieve its vision of a living style guide that is constantly updated with input from designers and programmers from DHs network all around the world.

Team

Design & UI:
Fine Nitschke
Mauricio Franicevich Garcia
Sheila Seyfert

Tone of Voice & Copy:
Kate Lingen
Annette Serradesanferm

Projetmanagment
Bettina Frohn

Courageous clients
Sven Hirschler
Julia Labs
Tina Christe

Created

2022

Client

Deutsche Hospitality GmbH

Resources for Transformation

A state-of-the-art brand portal for the all-new Deutsche Hospitality

We developed a cutting-edge digital brand portal with Deutsche Hospitality that sets the standard for the entire Hospitality industry. Every element is interactively experienceable, and numerous examples are provided as sources of inspiration and to convey the essentials - all of which are publicly accessible.

Identity

A new understanding of
Corporate Design

Our challenge was to create a design experience that visually scales back in terms of scalability and application while still making the brand perceptible in every interaction. For Deutsche Hospitality, this meant freeing the logo from its fixed position, reducing the color palette, providing equal weight to different elements, making typography more flexible, and expanding negative space.

The Principle of Freedom

How a digital-first approach transformed Deutsche Hospitality's brand portal

By putting "Digital First" at the forefront of our thinking, we were able to eliminate rigid corporate design manuals. Instead, we created a dynamic platform that supports its users with interactive tools. The Deutsche Hospitality style guide is publicly accessible to everyone, and the Graphical User Interface-Kit (GUI-Kit) provides design elements that can be used to create uniform and functional digital interfaces across all channels.

What emerges from this freedom is a consistent brand experience.

Design in every detail

Achieving brand consistency through usable and flexible design elements

Throughout the development process, we aimed to strike a balance between usability and identity. One of our solutions was to create a library of technical icons and useful components that are transformed into images. These components are self-explanatory, flexible, and always ready to bring Deutsche Hospitality to life