Citymax Hotels Targets Millennials with Rebranding

12 May 2016

Citymax Hotels Booth on Display at the Arabian Travel Market

Citymax Hotels has gone live with the results of a rebranding, which will be implemented at a number of new properties in the UAE. This sharp new identity was developed by QUO to support Citymax in its objective of having a clearly defined brand that would appeal to the growing demand of millennial travellers.

Through a series of intensive branding workshops, QUO guided Citymax to fully understand its unique personality and helped develop an overall philosophy for the brand that focuses on ‘Vibrant Simplicity’. The four Citymax brand pillars are ‘Driving Value’, ‘Elevated Comfort’, ‘Colorful Exuberance’ and ‘Delivering Smiles’. This brand philosophy reflects the singular nature of the Citymax personality and is intended to resonate with today’s modern traveller.

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So Citymax can confidently express their new identity, QUO designed a new logo for its hotels. The new logo is meant to remain simple so that the patterned ‘X’ can stand out. This striped patterning of the ‘X’ is extended throughout the numerous hotel collaterals and sales and marketing tools also designed by QUO. A specially developed tone of voice guideline encourages Citymax to consistently ‘write with a smile’ using upbeat and colourful language to express its vibrant spirit.   

“Citymax aims to be a pioneer within the hospitality industry. Travellers and tourists today are bored of the usual economy/mid-market offer, and seek a brand with a more contemporary, forward-thinking philosophy that speaks to their interests and lifestyle,” says Citymax Hotels COO Russel Sharpe on the rebranding. “We hope that the new visual identity captures the imagination of tourists, and provide an elevated level of comfort, convenience and efficiency in an engaging and delighting way. We are extremely excited to infuse the new identity across our up-and-coming properties and to listen to feedback from our guests.”

Significant media coverage proves that the rebranding of Citymax has clearly caught the public interest (see here, here and here). This new brand identity will soon be seen at new properties in Ras al-Khaimah, Al Barsha and Business Bay in the UAE and Alexandria in Egypt. The company also plans to implement this new branding when they expand to Saudi Arabia in the future.