Prophet

CASE STUDY

UBS

From integration to inspiration: how brand defined UBSโ€™s new era

Challenge

When UBS acquired Credit Suisse in 2023, it marked the largest financial services merger in history and a pivotal moment for the industry. With over 100,000 employees and two storied institutions coming together, the challenge extended far beyond operational integration.  

UBS needed to define a new era of leadership and reintroduce itself to the world with clarity, unity and purpose. This was not simply about merging two entities; it was about reinventing the brand to drive long-term growth and cultural transformation. 

The merger represented a defining moment, an opportunity to redefine UBSโ€™s identity on the global stage. The real potential lay not in integrating two legacy brands under one identity, but in leveraging brand as the engine behind cultural alignment, business transformation and long-term success. 

Solutions

To guide UBS through this pivotal transformation, it was essential to anchor the brand in a bold, unifying concept. The breakthrough came in the form of Craft โ€“ a refined and emotionally resonant idea that bridged UBSโ€™s legacy with its leadership ambitions. It centered employees around a shared purpose while signaling clarity, confidence and innovation to the world. Craft also reinforced UBSโ€™s reputation for trust and deep expertise, its commitment to long-standing client relationships and staying true to its Swiss heritage. 

Prophet worked closely with UBS across four core workstreams: 

  • Integration – Orchestrating the brand migration from Credit Suisse to UBS, from business cards and signage to dual-branded branches, ensuring clarity across more than 50 countries. 
  • Strategy – Refreshing UBSโ€™s global brand positioning, divisional value propositions and employer brand.  
  • Transformation – Building a future-ready marketing function with combined teams, aligning global, divisional and local efforts around Prophetโ€™s Uncommon Growth approach. 
  • Activation
    • Bringing โ€œBanking is our Craftโ€ to life, UBSโ€™s first global brand campaign since 2016. Developed by Prophet and executed in partnership with Publicis, the campaign spotlighted UBSโ€™s distinct values, reintroducing the brand to clients, prospects and investors worldwide.
    • We complemented this campaign with the UBS House of Craft experience platform, which features events in partnership with luxury brands such as Dior, IWC and Laurent Ferrier. And in parallel, developed the UBS Craftmakers series to showcase the stories, and craft, of high-profile figures including Formula One drivers and cultural icons Lewis Hamilton and George Russell, stylist June Ambrose, neon artist Chankalun and composer and maestro Long Yu.  

Results

UBS set out to reshape the industry through the largest merger in financial services history โ€” and emerged stronger, with renewed purpose and momentum. Prophet partnered with UBS on a brand-led transformation powered by clarity of purpose and shared values, designed for long-term relevance. In 2025, UBS recognized this work with a Brand Excellence Award, marking another milestone in our 20+ year partnership driving operational success and Uncommon Growth. 

50

We successfully transitioned Credit Suisse brand assets across more than 50 countries

100K+

We defined a singular brand strategy that unites over 100,000 employees

2x

Our employer brand work was recently celebrated in two categories at the 2025 Employer Brand Management Awards in the Financial Services Sector and following a Merger or Acquisition

165M+

We launched UBSโ€™s first unified global brand campaign, reaching over 165 million people in the first wave

โ€œCraft isnโ€™t just a theme โ€” itโ€™s the thread that connects everything we do. From Craftmakers to UBS House of Craft and Adventures in Craft, it all reflects one belief: excellence lives in the details.

For us, craft is how we build trust, spark ideas and show the world who UBS is.โ€œ


Andres Nichollsโ€จ
Chief Creative Officer
Prophet

UBS House of Craft x Dior 

UBS House of Craft is a global platform that reimagines how UBS connects through culture, creativity and craft. In partnership with Dior, recent events in New York and Singapore celebrated the art of haute couture through an exclusive photo exhibition curated by Carine Roitfeld and Brigitte Niedermair, rare Dior couture pieces, a series of public talks by industry icons and live craft demonstrations from Dior Atelier artisans. 
 
Aligning Diorโ€™s legacy of reinvention with UBSโ€™s commitment to excellence, the collaboration created rare experiences for clients and sparked meaningful dialogue around the value of craft. 

UBS House of Craft presents Icons of Time 

An experiential exhibition celebrating the craft of watchmaking, created with Hodinkee and curated by founder Ben Clymer. Bringing together the worldโ€™s leading brands for the first time, the showcase highlighted innovation, excellence and craftsmanship through live demonstrations and talks from renowned watchmakers and collectors, inviting guests to discover the stories and innovations that have shaped modern horology. 

Result

UBS House of Craft has delivered both brand and business impact, reinforcing UBSโ€™ position as a modern luxury leader and transforming how the brand shows up in the world.

100M

UBS House of Craft content has reached hundreds of millions of people on social media 

10K+

UBS House of Craft has attracted over 10,000 guests in 2025 alone, with events in 10 different cities

1000+

It has been covered in more than 1000 articles, on front pages and in media pick-ups in 2025 

UBS Craftmakers

We launched UBS Craftmakers, a content series sharing authentic stories from masters of craft and well as rising talent. Crafted in feel, UBS Craftmakers takes you deep into the mindset, rituals and ambition of these iconic individuals โ€” from F1 World Champion Lewis Hamilton, to pioneering neon artist Chanklaun, award-winning costume designer June Ambrose and renowned Chinese conductor and artistic director Long Yu. 

Result

UBS Craftmakers has been some of the best performing content UBS has ever launched โ€” with Lewis Hamiltonโ€™s film generating over 550,000 video views within 48 hours and 6.6 million social impressions. A recent episode featuring fashion designer Guo Pei and porcelain maker Master Tan won two Silver Dolphins at the Cannes Corporate Awards for its craftsmanship, vision and storytelling.

10M

Impressions for Craftmaker films on social media

550K

Lewis Hamiltonโ€™s Craftmaker film achieved over 550,000 video views within 48 hours

25X

George Russellโ€™s Craftmaker film had 25x more views than any previous UBS Instagram reel

2

A recent episode featuring fashion designer Guo Pei and porcelain maker Master Tan won two Silver Dolphins at the Cannes Corporate Awards

CASE STUDY

HRS Group

Reinventing how businesses stay, work and pay 

Challenge

HRSโ€™s roots stem from consumer travel. As a leading hotel portal in Germany and one of the top three in Europe, the iconic “Red Bed” has been synonymous for many years with great hotel deals. Aside from this, HRS built its name by catering to the evolving needs of the business-to-business (B2B) enterprise travel market, including being an early mover to offer travel management services for companies relocating their employees around the world. This enabled new revenue streams beyond sourcing hotel deals, including securing meeting spaces and supporting payment processes. HRSโ€™s approach has always been to actively embrace technology, ensuring customers can conveniently access and manage their travel needs, from accommodation to meetings, through one seamless platform. 

Although these new services led to growth, the travel market was significantly affected during the COVID era. HRS took this opportunity to reflect on their business and brand, and to develop a new positioning that more effectively captures the vision and spirit of their organization.โ€ฏ

HRS approached Prophet to refresh the brand for their enterprise business and signal a new direction and focus. The company also wanted to demonstrate how it had transformed the travel management industry.

Solutions

We started by collaborating with the companyโ€™s leadership and brand team to define a compelling brand positioning and brand architecture. We shifted away from the existing positioning that focused on the technical aspects of the platform and instead, centered on simplicity and impact, outlining the benefits HRS delivers: โ€˜Stay, Work and Payโ€™.

Our work extended across the portfolio of HRS brands. We refreshed the brand and identity with the consumer arm, HRS for Travelers, and aligned it with the enterprise business. With Destination Solutions, the companyโ€™s holiday rental business, we sharpened the brand positioning and updated the visual identity. For HRS Group, the master brand, we carved out a clearer Employee Value Proposition and updated its visual identity. These projects led to updating the website design and the development of new marketing materials.โ€ฏ

Through this work, the principles of simplicity and impact became a connecting thread, uniting the organization in vision, expression and personality.โ€จ

HRS for Enterprises

HRS is unique for its entrepreneurial spirit, and the 50-year-old company is known for thinking big, challenging the status quo, and urging the industry to do better. Itโ€™s this spirit that sets HRS apart from the competition. We reflected that commitment through a simple, straightforward tone of voice, with typography to match.โ€ฏ

Using HRS for Enterprise is easy for customers, helping large companies make data-driven decisions while choosing from the broadest range of places to stay and work around theโ€ฏglobe. Powered by HRSโ€™ payment solutions and tailored to client goals, HRS is pioneering a better way for business travel.

The new brand identity reflects the ease of use and bold positioning, highlighting HRSโ€™s energy, simplicity and tech focus. The visual identity matches HRSโ€™ new confidence, breaking through the crowded B2B travel industry. We also developed an updated Employee Value Proposition, to communicate the HRS story to employees and potential hires.

“Our transformation into a global technology platform did not start with products aloneโ€”it began with how we positioned ourselves. Establishing a strong narrative and a unified brand gave us the credibility and clarity to engage Fortune 500 clients at a new level.โ€

Tobias Ragge
CEO, HRS 

HRS for Travelers

Today, people know the importance of human connection and destination experience. The modern traveler wants a hassle-free way to stay, work and pay. We defined a photographic style that captures where business meets leisure.

The original brand identity still carried a lot of recognition in Germany, Austria and Switzerland but it needed to reframe the companyโ€™s tech story to appeal to consumers.

“The brand transformation project was about creating more than a new lookโ€”it was about building the base for scalable growth. By aligning brand, go-to-market, and sales from the start, we ensured that every future innovation had a clear story and a receptive market. That groundwork enabled the next chapters of adoption and expansion.โ€

Tobias Bittner
Vice President Marketing, HRS 

Destination Solutions for Holiday Rentals

Destination Solutions, HRSโ€™ B2B holiday rental platform, creates a smarter way for hosts and property managers to maximize the performance of their rentals.

We helped define the brand positioning and crafted a new visual identity, highlighting how Destination Solutions helps its customers make hosting simple through a clean color palette and signature designs. 

HRS Group

We reimagined the identity of HRS Group, the umbrella brand uniting its diverse divisions. Grounded in the core principles of simplicity and impact, we ensured these values seamlessly connected every element of the brand. They are brought to life through the logo, typeface and color system. 

This consistent thread, woven through each positioning and identity initiative, creates cohesion across the organizationโ€™s vision, presence and essence. 

Results

HRS had a bold vision and were clear from the outset about their ambitions. Our partnership with HRS has reshaped how the company shows up in the market across their business, signaling a new direction and focus. From the narrative shared with customers and employees, to the way the brand is expressed through the website, social channels and events, HRS now communicates with greater clarity and consistency.

Building on this momentum, HRS continues to experience remarkable progress and expansion. Through this ongoing collaboration, we ensure HRS is equipped to sustain and accelerate Uncommon Growth. 

CASE STUDY

MB Bank

Creating a Digital Banking Powerhouse

Background

MB Bank wanted to triple its customers. And as new competitors crowded into the Vietnamese banking market, the 25-year-old company knew it needed a clearer identity, a fresher look and the ability to engage increasingly digital customers. Its goal was to become one of the three largest banks in Vietnam, providing the best customer experience in the category.

Approach

Prophet wanted to help MB move from early-stage transformation, with investments in the pilot stage, to true digital integration.   

We developed a multi-year strategy and growth plan, which included identifying and segmenting target customers, developing growth moves, running user experience sprints, and supporting a new innovation lab.  

After identifying the three customer segments most likely to drive growth. We then dove deep into the needs of MBโ€™s customers, developing a series of transformative growth moves to attract these new audiences. With a clarified value proposition, we:

  • Reimagined its digital banking app
  • Designed a simple, powerful and accessible referral program
  • Launched a first-in-market family banking offer

Impact

With Prophetโ€™s support, MB has transformed into a modern bank. Itโ€™s become intentionally disruptive. Digital thinking is now native in its people, processes and technology in every business unit, helping it gain advantages over both conventional and fintech competitors. Its digital-first and customer-centric offers have helped it add over 30 million new customers, propelling the organization into a new era of growth. The updated app became the #2 most downloaded in Vietnam.

#1

Most Valuable Brand in Vietnam within two years of digital transformation

1 in 2

Adults use an MB account

32m

App users as of 2025

#2

Most downloaded app in Vietnam (2024)

โ€œWe are delighted to have a trusted strategic partner in Prophet, and they have played a crucial role in our very important transformation journey. We are very proud of our modern look and feel. We evolve towards becoming a digital-first bank, and it has been very well received in the market.โ€ 

Mr. Thai
Chairman of the Board of Directors of MB Bank

BRAND TRANSFORMATION

Creating and Launching a New Brand to Tell MBโ€™s Transformation Story

SEE OUR WORK

RETAIL BANKING

Redefining Retail Banking: MB Bankโ€™s Journey to a Digital-First Future

SEE OUR WORK

CUSTOMER CENTRIC INNOVATION

Customer-Centric Innovation: MB Bankโ€™s Journey in Creating Personalized Experiences

SEE OUR WORK

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CASE STUDY

Premium Pet Food Brand

Reimagining growth for a premium pet food brand by expanding into new segments and channels, without compromising authenticity

Challenge

A fast-growing premium pet food brand had built strong loyalty in the natural and specialty retail space by offering high-quality, minimally processed products while cultivating emotional resonance with pet parents. Early success was driven by grassroots brand building, innovation and deep ties to independent retailers. 

As the category evolved, the brand faced an inflection point. To accelerate growth and reach new shoppers, it needed to scale without compromising the authenticity that made it distinct. It also had to compete across new channels, price tiers and consumer mindsets while maintaining relevance and trust.  

To chart its next chapter, the company partnered with Prophet to develop an insight-led growth strategyโ€”one that would expand its market opportunity, sharpen audience relevance and create a roadmap for product development, innovation and brand-led expansion. 

Solution

Prophet led a national strategy engagement rooted in rigorous consumer and channel analysis. A custom segmentation revealed distinct pet parent mindsets, from ingredient purists to pragmatic health-seekers, and identified four key segments, including white-space audiences the brand had yet to reach. 

We mapped consumer needs related to the brandโ€™s channel presence, examining the occasions, needs and priorities of different segments across channels ranging from specialty retail to digital and national chains. The analysis highlighted where it could grow credibly and protect its specialty equity. We then uncovered five high-potential demand spaces, tied to moments like clean feeding, targeted health and real food variety. For each, we defined the product, messaging, and distribution strategies needed to win. 

Finally, we delivered a portfolio roadmap and go-to-market framework covering pricing, innovation, and brand experience for each channel. The roadmap was designed to scale growth while preserving brand distinctiveness across channels and consumer touchpoints. 

Results

The brand is now equipped with a clear, adaptable strategy to grow across channels, reach new segments and expand into emerging demand territoriesโ€”without losing its identity. 

The work unified internal teams around  strategic priorities to fuel product innovation, go-to-market focus and competitive differentiation. By combining deep insight with disciplined execution, the brand is positioned not just to grow, but to redefine leadership in premium pet nutrition. 

CASE STUDY

Consumer Goods Company

Unlocking growth with consumer insights and strategic opportunity mapping

Challenge

A global beverage company known for its innovation legacy identified a significant growth opportunity in the emerging legal cannabis market. With surging consumer interest and a shift away from traditional alcohol consumption, the company decided to pursue this adjacent, ownable space.  

While poised for growth, the market was highly fragmented and rapidly evolving with shifting customer dynamics and complex regulatory environments. To enter the space credibly and successfully, the company needed to identify the most valuable, winnable opportunities grounded in future-forward consumer insights and build a clear roadmap for action. 

The company turned to Prophet to conduct deep market analysis, uncover evolving customer behaviors across the category, and define the most relevant, ownable opportunity spaces with the goal of building a long-term foundation for differentiation in a fast-moving category

Solution

Prophet led a multi-phase engagement that combined deep-listening qualitative research, a robust quantitative study, cultural trend analysis, and category landscaping to create a holistic understanding of the needs and barriers of the cannabis consumers. This work informed a curated market landscape aligned with the companyโ€™s strengths. 

We began by mapping the full spectrum of cannabis engagement. Segmentation revealed six distinct consumer types, which we overlaid with the emotional and functional occasions to understand the drivers behind cannabis usage. 

Across these dimensions, Prophet built a demand landscape that identified opportunity spaces, each defined by the user motivations, behaviors, and product expectations, and were contextualized alongside the existing business demand spaces.  

To prioritize where the brand could play and win, we applied a strategic lens, evaluating each space for business attractiveness, consumer credibility and alignment with internal capabilities. Four high-potential opportunities emerged.  

For each, we developed detailed โ€œhow to winโ€ profiles outlining target audiences, functional and emotional benefits, product design cues and messaging strategies. Scenario-based market sizing was applied to account for future shifts in regulation, consumer sentiment and category education. Throughout, we partnered closely with the companyโ€™s innovation leadership team to secure alignment and buy-in across the executive team. 

Results

Armed with a data-rich foundation and a consumer-led framework, the company is now well-positioned to enter the cannabis market with confidence and strategic clarity. The work aligned internal teams on where to play and how to winโ€”balancing near-term feasibility with long-term growth potential. 

Importantly, the strategy demystified a complex and often misunderstood category, turning fragmented market signals into clear and actionable growth paths. As a result, the company is now equipped to create future-ready products and experiences that resonate in a dynamic, high-growth market. 

CASE STUDY

Global Hospitality Company

Driving growth through strategic reinvention of a hospitality resort portfolio

Challenge

A global hospitality organization with a wide-ranging portfolio of property brands had long been recognized for its breadth of offerings. Yet within the resorts segment, it faced pressure to evolve. Shifting traveler expectations were redefining what a resort should deliver, moving beyond traditional sunshine and sandy beach perceptions toward more intentional, emotionally resonant escapes. 

Despite having the properties to meet these evolving demands, the business was underrepresented at key decision points in the traveler journey. With increased opportunities in premium segments and international markets, leadership needed a clear view of where to invest, how to differentiate and what it would take to drive stronger performance across its resort portfolio. 

Solution

To help the business compete more effectively in the evolving resorts category, Prophet led a comprehensive growth strategy engagement grounded in global demand modeling, competitive audits, pipeline and investment analysis and proprietary consumer research.  

We examined how the definition of โ€œresortโ€ was shifting across traveler segments and markets, mapping those evolving expectations against the businessโ€™s existing portfolio. Segmentation and journey mapping revealed unmet needs, where the portfolio had strengths, and what was required to improve overall relevance, consideration and growth. 

From there, Prophet helped reframeโ€”not just reinventโ€”the opportunity. We identified the key audiences to prioritize, the moments in the traveler journey where influence could be gained, and the experiences and messaging that could differentiate the brand. We developed growth platforms and activation principles to guide product, marketing and guest experiences across the portfolio.  

Results

With a focused strategy in place, the business now has a clear roadmap to lead more intentionally in the global resorts categoryโ€”connecting with travelers earlier, delivering greater relevance and scaling distinct experiences across premium segments. 

Internally, the strategy has aligned teams around where to grow and how to prioritize development, marketing investments, and experience design. Externally, itโ€™s helping the business compete more effectively for high-value audiences, carving out a more resonant and distinctive position in the next chapter of leisure travel. 

CASE STUDY

Ampacity

Modernizing a clean energy brand to accelerate growthโ€”and the industry 

Challenge

Ampacity, formerly RPCS, had established its reputation in the clean energy space as a value-added, end-to-end distributor of single-axis solar tracking systems for utilities and EPC developers looking to stand up solar farms. Though very successful in its niche, Ampacity’s growth was constrained by the size and structure of its core market. Between a recent change in ownership, newly expanded product and service offerings, and an ambitious vision for serving the broader energy transition, Ampacity was at an inflection point. 

Seeking to solidify its leadership position, capitalize on its newly expanded solution set, reach new market segments, and better enable its growth ambitions, the business turned to Prophet to create a stand-out brand positioning, new name, and visual and verbal expression that could build on their existing strengths while generating awareness and adoption of their full suite of capabilities. 

Solution

Prophet immersed in the landscape of Ampacity’s legacy offering of solar tracking systems as well as its new electrical solutions, conducting in-depth qualitative stakeholder interviews, auditing the current brand and its competitors and talking to the businessโ€™s industry partners and customers. Through this exploration, we surfaced insights into the changing needs of the utilities and developers who comprise their audiences, learning that these segments view Ampacity truly as a โ€œunicornโ€ in the industry that routinely went above and beyond to meet any solar energy challenge, from design engineering and procurement, through kitting and installationโ€”with precision and accuracy.  

This end-to-end expertise, combined with a can-do sense of partnership and commitment to managing every aspect of planning, kitting, shipping, warehousing, delivering and installing solar trackers and electrical products led us to zero in on the unique way Ampacity not just enables but propels its customers and partners. We crystallized this unique value proposition into a bold, energetic, and differentiating positioning as a clean energy accelerator. 

Through an iterative and rigorous process, Prophet also helped the brand land on a new name– Ampacity. A word that means the maximum amount of electrical current a conductor can safely carry, it signals the category while reflecting the companyโ€™s dynamism, can-do partnership, and future-forward sustainability.  

Prophet also developed an energetic, savvy brand voice and modular, flexible messaging to enable compelling and strategic storytelling across audiences and touchpoints. In parallel, Prophet delivered an entirely new visual system designed to break through the noise and sameness of the renewable energy space. Taking a boldly differentiated approach, we developed a new logo, a vibrant and unexpected color palette,  new typography, photography and iconography guidelines for execution.  

Finally, Prophet led the activation of the new brand, refreshing the website and creating new marketing and sales enablement assets that Ampacity rolled out in early 2025.  

Results

With a dynamic new brand, name and identity, along with vibrantly designed assets and sales enablement tools, Ampacity is now credibly positioned to lead the industry, attract new audiences and enable their business ambitions. Internally, the refreshed brand is generating new excitement and cohesion as its teams rally around the new strategy and expression. Externally, Ampacityโ€™s new brand has been well-received by customers and partners, with senior leaders anticipating the rebrand will enable them to significantly increase in size and scale over the next two to three years. 

“We have grown a niche solar equipment business into a powerful distribution platform fueled by product expertise, partnership with customers, and a tireless commitment to doing right by construction crews in the field. Our whole team is fired up to add more momentum than ever to the energy transition under the Ampacity brand.”

Eben Russell
Founder and President, Ampacity

CASE STUDY

ESPN BET

Awareness, understanding, engagement: Helping ESPN BET hit the advertising trifecta

Challenge

ESPN BET is a sportsbook app owned and operated by PENN Entertainment in partnership with ESPN. To break through the noise in a crowded sports betting space, they needed a campaign to lean hard into the appโ€™s distinctive and competitive reasons to believe (RTBs). 

Solution

While advertising campaigns often struggle to reconcile the tension between brand prominence, product information and audience entertainment, we developed a creative concept designed to bring them together โ€”utilizing a comedic situation to showcase ESPN BETโ€™s key features, and make the product the undisputed star of the show. 

Each spot features two fans: one knows all about ESPN BET, while the other muses fondly about the advantages โ€œif there was an ESPN sports betting app.โ€ The in-the-know friend tries in vain to explain that, in fact, they do, and itโ€™s great โ€“ going so far as to show their friend the app on their phone. Lost in thought, their unaware friend continues to describe a product that clearly already exists. 

A comedic reveal underscores the obliviousness : An ESPN BET blimp slowly passing by in one and a towering ESPN BET mural behind our characters in the other. 

The spots were conceived and shot in a way that further versioning could be created through new audio and graphics optionsโ€”a modular approach that opened the door to accommodating different RTBs and features as the need arose.

Results

The campaign is live on national and regional TV as well as on ESPN.com. The ads complement the busy sport season of March Madness, NBA and NHL Playoffs, and PGA tournaments. 

โ€œProphet was a great, multidisciplinary partner who brought our campaign strategy and creative concept to life, from production through to launch. I appreciated how they engaged with the insights in our brief โ€” approaching them thoughtfully and translating them into smart, creative work that delivered on the challenge.โ€ 

Ahmed Elfeky
Vice President Brand Media

CASE STUDY

Hotel Lumio

A continuous journey of rediscovery 

Challenge

In 2022 Bravo Group and Hyatt Hotels, along with the district government signed an agreement to launch the first Hyatt Unbound Collection hotel in Chinaโ€™s Greater Bay Area โ€“ โ€œๆ™“ๅบโ€ (Xiao Lu). Bravo Group aimed to establish the hotel as a luxury landmark in the region, offering unparalleled services and experiences.

Solutions

Prophet partnered with Bravo Group to develop a compelling hospitality brand. We started by identifying its target audience, brand concept, and guest experience.   

We conducted immersive research to gain a deeper understanding of the target demographicโ€”affluent, young professionalsโ€”and their evolving preferences for luxury hospitality. Todayโ€™s travelers seek not just comfort but rejuvenation and inspiration from their hotel stays.   

The unique location and its rich history provided the perfect backdrop for a distinctive brand story. Historically a vital trade hub along the Pearl River, Pazhou is now a thriving center of innovation and sustainability in the Greater Bay Area.   

Drawing on these insights, we crafted the brand story: Just like the boats along the Pearl River, bringing newfound treasures from the East and West, guests will discover new experiences to inspire, recharge their body and soul and reconnect with people. This hotel empowers guests in their own journey of rediscovery. 

Prophet translated these unique equities into a brand-new design direction โ€œEvolving travelโ€. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

The Chinese name โ€œๆ™“ๅบโ€ (Xiao Lu) created by the client evokes the poetic imagery of โ€œilluminated retreat.โ€ Taking the brand story as foundation, we developed the English name Lumio, symbolizing โ€œlightโ€ and โ€œilluminationโ€ while creating a strong phonetic link to the Chinese name. Furthermore, we developed four experience principles and an impactful visual identity to bring the brand to life.   

Our creative team seamlessly fused Pazhouโ€™s rich cultural heritage with Hyattโ€™s global sophistication, crafting a visual identity that harmonizes Eastern and Western aesthetics. Lumioโ€™s logo features fluid curves inspired by traditional brushstrokes, embodying a sense of artistry and movement. The carefully curated color paletteโ€”coral and navy for the hotel, and pine green, gold, and sandstone white for the propertiesโ€”evokes the warmth of nature and the depth of history. To further bring the brand to life, we established a distinctive photography style that captures the modern, dynamic energy of this East-meets-West fusion. 

Results

As the first Hyatt Unbound Collection hotel in the Greater Bay Area,โ€ฏHotel Lumio has entered the final stages of preparation for its grand opening. Located in Pazhou, a hub of innovation and technology, Lumio is poised to set new industry standards and lead the way forward, illuminating the path for the future of hospitality. 

Our creative concept

The root of the word Lumio refers to โ€œlightโ€ and โ€œilluminationโ€ and that moment of inspiration, creating a phonetic link with the Chinese name while evoking the imagery of dawn, energy and inspiration. It symbolizes the brandโ€™s bespoke elegance and transformative spirit.

Distinctive visual expression 

Lumioโ€™s visual identity blends rich colors, textures, and graphic elements to convey depth and sophistication. We created a bespoke logotype that has serif elements that suggest candlewicks and curves of a flame. These distinctive characteristics were brought in the letterforms across both Latin and Chinese alphabets. 

East meets West 

A circular light motif is used to create new and interesting juxtapositions of Eastern and Western elements. This visual contrast reflects the brandโ€™s core principle of exploration and connection, symbolizing the brandโ€™s invitation to โ€œrediscover the world through a new lens.โ€  

CASE STUDY

Miiro Hotels

Creating Europeโ€™s Most Talked-About Hotel Brand 

Challenge

As InterGlobe Enterprises, a leader in aviation and hospitality, ventured into a new chapter with an acquired portfolio of European properties, it sought to transform these holdings into exceptional destinations. Beyond goals of enhancing loyalty and revenue, the vision was to create a distinguished luxury lifestyle hotel brand. Entrusting Prophet with the task, InterGlobe asked us to define the brand strategy, visual expression, name and guest experience.โ€ฏ

Solutions

Starting with a detailed market review and quantitative research, we identified a unique niche for a hotel that seamlessly blended authentic luxury with a calming and mindful experience. This insight informed a distinct brand positioning centered on offering โ€œBrilliantly Considered Stays.โ€ 

We used Prophetโ€™s extensive naming process and after evaluating more than 200 name possibilities, the team aligned on Miiro, originating from the Latin for โ€œa sense of wonder.โ€ Through creative exploration, we uncovered five distinct brand territories, testing two with potential guests to refine our direction. From this, we defined a set of design principles applied across various touchpoints. We also established a compelling tone of voice and provided a comprehensive writing guide to ensure consistency in communications. This brand strategy’s visual expression then shaped the design of the guest experience, from pre- to post-stay, accentuating signature moments that encapsulated the essence of the new brand.โ€ฏ

As a final โ€“ and important โ€“ step, leveraging Prophetโ€™s Human Centered Transformation Model, we devised an effective strategy to introduce Miiro to InterGlobe colleagues, ensuring seamless integration and alignment with organizational goals

Results

Miiro launched its first properties in Paris, Barcelona and Gstaad in 2024, with London following this year. Buzz is building, and the debut has been heralded as one of the year’s most anticipated hotel brand launches.โ€ฏ

A Name for Self Reflection

Through an extensive naming process, we landed on the name Miiro. Originating from the Latin for โ€˜a sense of wonderโ€™, it serves as a reminder for guests to pause, look around andโ€ฏsavor every moment. The double vowel spelling reflects the idea of a mirror, speaking to the idea of mindful self-reflection, echoing the unique spirit of each Miiro location.

Sensory Discovery

The creative concept underpinning the new name and brand positioning โ€” Brilliant Considered Stays โ€” centers around the idea of ‘Sensory Discovery’, bringing guests closer to the soul of Miiroโ€™s neighborhoods. Through a carefully curated and crafted visual system, the identity celebrates the human senses of sight, smell, sound, taste and touch. This sensory journey is embodied with a modern rendition of classic calligraphy, curated layouts and unfiltered personal photographic moments that capture genuinely local experiences.

โ€œOur expectations of travel are filtered through the lens of social media, creating generic and uniform travel experiences, hindering meaningful connections with the places we visit and the people we meet. Miiro aims to change this with a more authentic representation of place.โ€

Clive Rohald
Executive Creative Director, Prophet

Considered. Curated. Crafted.

To ensure the Miiro brand and experience is represented consistently across all hotel locations, we developed three guiding design principles that influence every aspect of the guest experience. These principles ensure cohesive application of the brand, from the aesthetics and ambiance to the quality of customer service. By adhering to these principles, we maintain the high standards and distinctive character that defines the brand and deliver an exceptional experience across all Miiro hotel locations. 

Signature Guest Experiences

Drawing upon customer insights, we crafted bespoke guest experiences that significantly enriched travelers’ stays. This approach embodied the concept of ‘Brilliantly Considered Stays,’ effectively translating it into tangible and memorable moments for our guests. By creating a true sense of place for guests, we not only elevated the quality of their experiences but also fostered a deeper connection between the guests and their surroundings.

โ€œThe Miiro brand isnโ€™t just a new logo and minimalist design dรฉcor, itโ€™s an expression of who Miiro are as an organization and the commitment to delivering an experience for guests that provides a true sense of place, wherever they stay.โ€œ

Alex Whittaker
Partner, Prophet

CASE STUDY

Beazley

Modernizing a brand that’s redefining risk

Challenge

Beazley, a successful FTSE 100 B2B specialty insurer, has always seen risk as an opportunity to innovate. Its people, values and culture power its success, shaping its approach to creating services and solutions that deliver positive outcomes for its clients, partners and investors. With the business evolving and the ways in which it communicates with its audiences changing, Beazley sought to convey its smart thinking and new brand values through a refreshed identity and global campaign.  

Solutions

Prophet dove in. Our approach focused on modernizing Beazleyโ€™s brand expression, making it fit for todayโ€™s digital world while staying true to its original spirit. Illustration has always played a big part in Beazleyโ€™s toolkit, working with a renowned illustrator, our design team infused Beazleyโ€™s iconic pencil line with a new expressive fluidity, using motion to capture the adaptable thinking and seamlessness of Beazleyโ€™s solutions. Next, we intensified Beazleyโ€™s signature pink, supercharging it for all digital uses. And we re-energized the insurer’s verbal expression with spirited copy and playful typography.  

We then undertook Beazleyโ€™s largest project to date โ€“โ€ฏa global brand campaign to launch the new look and feel: `Insurance. Just Different’, underscoring Beazleyโ€™s unique approach to insurance and its role as a pioneer in risk management.  

Tone of voice

The insurance industry isn’t known for its boundary-pushing tonality, but Beazley is changing that narrative. Prophet crafted a tone of voice that expresses their unique personality and is integral to their overall brand expression. This refined tone brings their perspective to life, highlighting their distinctive character and outlook.

โ€œWhen we partnered Prophet with our own team, the magic started. We got creative and put our bold plans into action. Itโ€™s rewarding to see the brand making a genuine impact and engaging internal and external audiences alike.โ€ 

Georgina Peters-Venzano
CMO, Beazley

Bringing it to life

To kick off the campaign with newsworthy impact, Beazley held a high-profile, experiential brand launch event in London featuring the first-ever private drone show over the River Thames, illuminating the City of London skyline with the new logo and brand illustrations. The event generated a video that has achieved over 2.5 million YouTube views and garnered significant media attention. Additionally, tube and rail stations in London’s financial district were transformed with bold ads on screens, floors and the travelator at Bank Station, achieving nearly 50 million in-person and digital impressions.  

โ€œBeazley is the kind of client you dream of. Their palpable culture, direction and energy as a business are beautifully reflected in the spirit of their evolved identity. Itโ€™s a truly rewarding partnership.โ€ 

Gregg Finlay
Executive Creative Director, Prophet

Impact

The campaignโ€™s success extended globally, with marquee brand events in New York, Chicago, Atlanta, Singapore and Toronto. The new brand video Prophet created with Beazley garnered 1.8 million YouTube views, a remarkable feat for an insurance company that doesnโ€™t sell directly to the public.  

Most importantly, the brand and associated efforts are redefining Beazleyโ€™s positioning as a leader in innovative risk solutions, as evidenced by its record-breaking financial performance. In 2024, the Insurindex Brand Power Index ranked Beazley as the top player in the market, up from third place in 2023, based on market share and brand perception. 

By re-energizing Beazley’s look and feel, capturing its dynamic spirit and employing compelling storytelling and unique brand activations, a new standard has been set for branding in insurance and financial services.  

#1

Ranking in Insurindex
2024 Brand Power Index

50M

campaign impressions

CASE STUDY

YWCA of Singapore

Engaging hearts and minds through a redefined brand strategy 

Challenge

Since its founding in 1875, the Young Womenโ€™s Christian Association (YWCA) of Singapore has been at the forefront of serving needs of women in the community. With a focus on education, safety, employment and other essential needs, YWCA Singapore has demonstrated unwavering dedication to its mission of serving and bringing women into a community of fellowship. Over the decades, however, as YWCA Singapore expanded its community programs to support marginalized groups beyond women, it faced a challenge: a growing portfolio of diverse offerings supporting different groups without a clear brand story that unifies its people and programs.   

Approaching its 150th anniversary in 2025, YWCA Singapore sought help from Prophet to redefine its brand positioning and story, with the objective to clarify its brand purpose that will resonate with its partners, donors, employees and volunteers and more importantly, appeal to the new generation of women in Singapore.    

Solutions

To uncover the essence of YWCA, we embarked on a deep dive into its rich history and present-day operations. By analyzing archival materials and conducting extensive interviews with YWCA leadership and staff, we gained a profound understanding of the organizationโ€™s evolution and aspirations. We identified key strengths, differentiators and perceived gaps of the brand to shape hypotheses for its brand positioning. We learned how the YWCA has consistently strived towards advancing and enriching the lives of women and their families, and how it was pivotal in shaping the role of women through Singaporeโ€™s history.  

Additionally, we conducted a high-level best-in-class nonprofit brand audit to learn how these brands communicate effectively with younger consumers today. We also explored the evolving landscape of womenโ€™s roles, values and challenges in Singapore, which lent valuable insights into YWCAโ€™s target audience and the unique role YWCA should play in society.   

Through multiple engagements with YWCAโ€™s board members and key staff, we crafted a compelling brand positioning that reflects YWCAโ€™s unique heritage and what the brand wants to be in the future โ€“ bringing women together to serve one another with love, for the good of future generations.   

We then distilled the brand purpose into four distinct brand principles:   

  • Serving with Love  
  • Embracing Change  
  • Empowering Lives  
  • Strengthening Communities  

With a refined brand story, we translated the brand positioning into a playbook with actionable messaging guidelines and compelling signature stories that help bring the new brand positioning to life. As part of that, we showcased the transformative journeys of two mothers who benefited from YWCAโ€™s programs. This example brought the YWCA brand story to life and served as a way to inspire and engage with both volunteers and donors. 

Results

Armed with a clearly defined and purposeful brand strategy, YWCA is now activating the brand internally to inspire and unite its volunteers and employees. The organization is also looking to activate the brand strategy externally across all its communications channels to drive stronger brand awareness and relevance with a broader audience.   

“We are incredibly privileged to work with leading consultancy, Prophet, on our upcoming 150th anniversary. The teamโ€™s deep insights, strategic thinking, and great facilitation helped us uncover hidden nuggets of our heritage as a first womenโ€™s charity in Singapore and guided us in providing a clearer voice to communicate our mission to the future generation. We are extremely grateful that despite this being a pro-bono impact project, the team put in 100% commitment and were so approachable, always just a call away. Thank you deeply for your dedication and gifting of your talents, Prophet. โ€โ€ฏ 

Ong Puay See
Executive Director

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