Sofitel
Reinventing a luxury hospitality icon.
- Activation
- Messaging
- Motion
- Positioning
- Visual identity

Sofitel was a hospitality brand that had lost its way. As the only French luxury hotel chain with hotels across every continent, it’s known for delivering world-class guest experiences at iconic global destinations. But when it began losing ground to competitors, it was clear that a reinvention was needed.










The identity for Sofitel’s most iconic and luxury resorts were included in the brand refresh, receiving refinements to every part of the look and feel. Sofitel Legend locations now more closely align to the Sofitel master brand while retaining a unique balance of characteristics for a subtle differentiation.

