The launch of a new hotel concept in China

  • Logo identity for The COOK Lounge, The Club, The Club Lounge, Business & Office Suites and Blossoms – the Chinese restaurant
  • Pre-opening brochures for Hotel, Weddings, F&B, Banquets & Events
  • Print collateral for their fitness, children playground facilities and spa: Kerry Sports, Adventure Zone and SPA
  • Brand identity guidelines for master hotel brand
  • Website and launch campaigns for three flagship restaurants
  • Brochure and website for Business & Office Suites
  • Print ad campaign for Business & Office Suites and Banquets & Events
  • weibo

The first of a new luxury hotel brand by the Shangri-La Group, the flagship Kerry Hotel, Pudong in Shanghai takes hospitality to exciting new levels.


Hospitality is a fast moving, dynamic sector in which branding plays a crucial role. China is one of the world’s most exciting hospitality markets. With 50% of of the world’s new hotels currently under construction in China, competition for guests is fierce, and clear differentiation is essential in the luxury segment of the market.

Seeking to launch a new brand of contemporary luxury hotels, the Shangri-La Group chose Pudong in Shanghai as the location for its flagship property.


A new hotel chain generates multiple branding projects, including those for it’s dining, leisure and business and events facilities, all of which may target different audiences.

The new Kerry Hotel, Pudong, Shanghai was on schedule for its soft opening, but its branding program needed to be accelerated.


The project began with a comprehensive discovery process that included familiarisation with the overall property branding and a site visit to get to know the Kerry team.

A further site visit was arranged as the hotel neared completion, during which we supervised photography for The Brew launch campaign.

Stepworks first developed a detailed timeline that enabled the branding to be developed in the order which the various components were required.

This methodical approach helped considerably to keep the project on track for final delivery.


Stepworks began by developing a unique design language for the brand identity which included in a set of colour palettes, textures and supporting graphics which would go on to form the foundation for each of the various components.

Brochures and websites
Brochures and websites

Messages for brochures and websites were developed simultaneously, to enable rapid roll out of each item.

Once the copy documents were approved for each outlet and offering, they text was adapted for the brochure and website to ensure consistency in messaging.

All items for the property were written in English and Simplified Chinese.


Stepworks developed launch campaigns for the opening of Kerry Sports, The Cook, The Meet and The Brew, The Business Centre and Banqueting and Events.

These involved mainly digital components, including email marketing, online and print advertising. The advertising was consistent with the pre-launch materials.


Detailed guidelines were produced for the in-room, front desk, signage and customer touch-point branding.

Throughout the process the Stepworks team regularly referred to the master brand document to keep the creative on track.


The strong creative and timely outcome was much appreciated. The brand launched to positive reviews and the hotel is now firmly established as a popular Shanghai destination.