Design

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 China’s Greater Bay Area – “晓庐” (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 demographic—affluent, young professionals—and their evolving preferences for luxury hospitality. Today’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 “Evolving travel”. 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 “晓庐” (Xiao Lu) created by the client evokes the poetic imagery of “illuminated retreat.” Taking the brand story as foundation, we developed the English name Lumio, symbolizing “light” and “illumination” 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 Pazhou’s rich cultural heritage with Hyatt’s global sophistication, crafting a visual identity that harmonizes Eastern and Western aesthetics. Lumio’s logo features fluid curves inspired by traditional brushstrokes, embodying a sense of artistry and movement. The carefully curated color palette—coral and navy for the hotel, and pine green, gold, and sandstone white for the properties—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, Hotel 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 “light” and “illumination” 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 brand’s bespoke elegance and transformative spirit.

Distinctive visual expression 

Lumio’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 brand’s core principle of exploration and connection, symbolizing the brand’s invitation to “rediscover the world through a new lens.”  

CASE STUDY

Miiro Hotels

Creating Europe’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. 

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 “Brilliantly Considered Stays.” 

We used Prophet’s extensive naming process and after evaluating more than 200 name possibilities, the team aligned on Miiro, originating from the Latin for “a sense of wonder.” 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. 

As a final – and important – step, leveraging Prophet’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. 

A Name for Self Reflection

Through an extensive naming process, we landed on the name Miiro. Originating from the Latin for ‘a sense of wonder’, it serves as a reminder for guests to pause, look around and savor 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 — Brilliant Considered Stays — centers around the idea of ‘Sensory Discovery’, bringing guests closer to the soul of Miiro’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.

“Our 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.”

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.

“The Miiro brand isn’t just a new logo and minimalist design décor, it’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.“

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 Beazley’s brand expression, making it fit for today’s digital world while staying true to its original spirit. Illustration has always played a big part in Beazley’s toolkit, working with a renowned illustrator, our design team infused Beazley’s iconic pencil line with a new expressive fluidity, using motion to capture the adaptable thinking and seamlessness of Beazley’s solutions. Next, we intensified Beazley’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 Beazley’s largest project to date – a global brand campaign to launch the new look and feel: `Insurance. Just Different’, underscoring Beazley’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.

“When we partnered Prophet with our own team, the magic started. We got creative and put our bold plans into action. It’s rewarding to see the brand making a genuine impact and engaging internal and external audiences alike.” 

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.  

“Beazley 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. It’s a truly rewarding partnership.” 

Gregg Finlay
Executive Creative Director, Prophet

Impact

The campaign’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 doesn’t sell directly to the public.  

Most importantly, the brand and associated efforts are redefining Beazley’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

Vistra

Building a category of one in corporate solutions 

Challenge

EQT Private Capital Asia (formerly BPEA EQT), the Asian private equity arm of EQT, made significant investments to merge Vistra and Tricor, forming a powerhouse brand in the professional services industry. The newly combined organization was poised to become a top five player in corporate and fund solutions. And with its diversified business portfolio, the new Vistra brand boasts substantial scale, reach and global capabilities.  

Recognizing the need to stand out and redefine the standards for the industry, the newly integrated company faced a series of challenges. Retaining the Vistra name, it needed to reimagine the Vistra brand while integrating Tricor’s brand attributes. Vistra had defined a clear purpose and a brand promise of “Progress Without Friction,” but the full brand power behind it was missing. It needed a purpose-driven brand strategy, a complete visual system and a new culture to bring that purpose to life.  

Vistra embarked on a bold transformation journey to launch the newly integrated company, reimagining itself as a purpose-led brand. It wanted to set a new standard for the professional services sector, both internally and externally. The ambition? Propelling Vistra into a Category of One.  

Solutions

Our journey began with a comprehensive immersion into Vistra’s brand ecosystem. We analyzed strategic reports, brand strategy documents, and merger materials to gain a deep understanding of existing initiatives. Engaging with the steering committee and conducting in-depth interviews with employees and customers, we uncovered insights into the appeal of Vistra and Tricor, including customer loyalty trends and post-merger expectations. 

We quickly understood that while the Corporate and Fund solutions industry had changed significantly due to macroeconomic, technological and regulatory shifts, the key players hadn’t moved the industry forward. This stagnation presented Vistra with an unparalleled opportunity to redefine the brand and become a Category of One.  

Prophet worked closely with stakeholders throughout the extensive brand, visual and culture development process to make sure that it resonated with those who embody the brand and culture in their daily lives. After extensive research, we introduced Vistra’s new brand positioning “The Progressive Ally,” proclaiming the company as the global authority in enabling business growth. This positioning shaped new creative principles that guided Vistra’s verbal and visual identity and helped formulate core brand messages and tailored communications to meet the diverse needs of Vistra’s audiences.  

With Vistra’s expansion through mergers and acquisitions, it was crucial to align the sub-brands within the portfolio. Through competitor and industry analysis, we adopted a strategic, data-driven approach, creating a decision tree that gives management  flexibility to organize all sub-brands effectively. This will help build a relevant, credible and differentiated brand portfolio. 

To truly empower the organization to live its vision, Vistra’s leadership team understood the importance of transforming its culture. Working closely with the Vistra team, we set out to define a new culture and values focusing on leadership ambitions and employee voices. We conducted “Big Conversation” sessions with Vistra employees worldwide to get their input on the company’s new purpose, values and behaviors, as part of the co-creation process. These were then developed into a brand-culture narrative: Our Story.  

A complete visual system including a brand book was developed in parallel to  get employees and customers excited about the new brand and to signal change.  

With Vistra’s expansion through mergers and acquisitions, it was crucial to align the sub-brands within the portfolio. Through competitor and industry analysis, we adopted a strategic, data-driven approach, creating a decision tree that gives management flexibility to organize all sub-brands effectively. This will help build a relevant, credible and differentiated brand portfolio. 

To truly empower the organization to live its vision, Vistra’s leadership team understood the importance of transforming its culture. Working closely with the Vistra team, we set out to define a new culture and values focusing on leadership ambitions and employee voices. We conducted “Big Conversation” sessions with Vistra employees worldwide to get their input on the company’s new purpose, values and behaviors, as part of the co-creation process. These were then developed into a brand-culture narrative: Our Story.  

A complete visual system including a brand book was developed in parallel to get employees and customers excited about the new brand and to signal change.  

Results

Vistra officially launched its new brand identity and ambition in March 2024 with an exceptionally positive response. Employees said they felt excited, proud and energized. 

The Vistra team has spoken highly of Prophet as a creative, thoughtful, and pragmatic partner in the time-critical brand development process. As a strategic partner, Prophet continuously supports Vistra in successfully launching and implementing the new brand. 

“Prophet has been an indispensable partner as we reimagine our business from the inside out, recognizing that our culture and values underpin the experience we offer. This provides an important opportunity to differentiate our customer experience and proposition and ultimately further establish ourselves as a trusted partner and employer of choice.” 

Melanie Fitzpatrick
Chief Purpose and People Officer, Vistra 

Crafting a bold new vision

In line with the brand strategy and creative principles, the reimagined Vistra brand is visually bold, confident, direct and purposefully simple. The logotype is distinctive and precise, with a leading edge on the V and rounded angles for resilience. Its simplicity optimizes dynamic use across print, digital communication and new media. 

Every element in the visual system contributes to the reimagined Vistra brand, ensuring it appears boldly and vibrantly. All visual expressions, from graphics to motion, are inspired by the concept of “progress.” 

Adding symmetry and balance

We crafted the symmetrical and balanced V and A as supergraphics within the system, signifying the symbolic meaning of “vision” and “strategy.” In its kinetic form, it showcases the idea of driving positive momentum for its clients, making seamless progress alongside and opening countless possibilities from within. 

Enriching the digital experience

We developed a complete visual system, including a full brand book and supported the web design development process, to build excitement about the new brand and to signal change. We translated the brand’s creative principles into UI design recommendations such as visual hierarchy, readability, engagement and simplicity. We packed these principles into use files and UI components, equipping the Vistra team with the necessary resources to begin the website development.  

CASE STUDY

Invesco

Transforming a global financial brand into the industry’s most client-centric thought leader   

Challenge

The financial services industry often struggles with differentiation, where many brands blend into a ‘sea of sameness.’ Invesco, a global leader in investment management, has long been recognized for delivering unique investment experiences that help clients achieve more in life. However, in a rapidly evolving landscape, staying attuned to client behavior and appealing to a new generation of clients is critical. With a fresh global vision to become the most client-centric firm in the industry, Invesco turned to Prophet to evolve its brand – ensuring it stood out, fulfilled its promise to create greater possibilities for clients and attracted top talent.   

Solutions

To transform Invesco’s brand, we began by challenging them to think differently. What if it looked and sounded less like a typical financial services company and more like a publisher? This editorial mindset became the core of the brand’s new direction.   

We refreshed existing brand assets to leverage their equity while introducing new ones that were enhanced with illustrations and CGI, alongside photography, to visually bring this editorial direction to life. To accompany the visuals, we crafted a new tone of voice, defining Invesco as ‘The Intelligent Conversationalist’ – a persona designed to build relationships with audiences and reinforce their thought leadership.   

A key aspect of the rebrand was also reaffirming Invesco’s commitment to its employees, crucial for attracting and retaining top talent. We developed a new employee value proposition (EVP) that clearly articulated the mutual expectations between the company and its employees, fostering a culture focused on delivering greater possibilities for clients.   

Given Invesco’s global presence, it was essential to ensure that employees across all regions embraced and embodied the new brand. We launched an activation plan under the theme ‘Like it, Love it, Live it!’ – a month-long campaign designed to build engagement and excitement. Additionally, we developed a new brand platform to provide ongoing access to the brand toolkit and conducted tone of voice training sessions worldwide, creating a unified ‘One Invesco’ voice.  

A key aspect of the rebrand was also reaffirming Invesco’s commitment to its employees, crucial for attracting and retaining top talent. We developed a new employee value proposition (EVP) that clearly articulated the mutual expectations between the company and its employees, fostering a culture focused on delivering greater possibilities for clients.   

Given Invesco’s global presence, it was essential to ensure that employees across all regions embraced and embodied the new brand. We launched an activation plan under the theme ‘Like it, Love it, Live it!’ – a month-long campaign designed to build engagement and excitement. Additionally, we developed a new brand platform to provide ongoing access to the brand toolkit and conducted tone of voice training sessions worldwide, creating a unified ‘One Invesco’ voice.   

Results

Invesco successfully launched its new brand, distinguished by a fresh look and feel that set it apart from competitors while delivering on its promise to clients. Employees are now equipped to clearly articulate Invesco’s unique value proposition, unified under the ‘One Invesco’ voice, driving greater consistency across the globe and within each region.

Think Editorial

During our immersion process, it became clear that Invesco’s strength lies in its diverse perspectives. Building on this insight, we established the foundational design principle, ‘Think Editorial.’ This approach encourages Invesco to act like a publisher, infusing editorial flair into both their visual identity and tone of voice. By offering such value to clients, sharing information from useful sources and being a respected voice online, Invesco can position itself as the most client-centric firm in the financial services industry.   

Fine-Tuning our Words

To enhance the editorial impact, we paired the expressive serif of Invesco Editor with the versatile sans-serif Graphik. This combination allows the brand to seamlessly deliver its tone of voice across various needs – from marketing communications to legal disclaimers – ensuring that every word resonates with clarity and purpose.    

“It was essential that Invesco flex its visual system to engage audiences at different stakeholder levels. To achieve this, we used imagery, illustration and 3D visuals with an intelligent, thought-provoking twist to communicate a wide variety of messages across the business.”

Shammi Umeria
Associate Creative Director, Prophet

Bringing it all together

We crafted a wide array of assets, including illustrations and CGI, to enable fresh, dynamic communications while avoiding over-reliance on any one asset or image style. A flexible framework was essential to effectively utilizing these assets. Collaborating closely with the internal brand team, we developed an online brand hub, complete with guidance and training modules, empowering teams to embrace and celebrate the brand with a unified visual and verbal approach.   

Clearer analysis  

Data is Invesco’s lifeblood and their expertise lies in making it meaningful for clients and partners. To support its goal of becoming the most client-centric organization in the industry, we created distinctive and clear data visualizations. By carefully curating color selections and sequences, we ensured that insights are always presented with simplicity and clarity.   

Everything in its right place  

Visual assets are not enough on their own. How they’re arranged is just as important as the assets themselves. We designed an underlying grid system that enables Invesco to consistently present information across all communications, ensuring everything is in its right place and delivering a cohesive brand experience .

“We’re moving away from a legacy of multiple identity variations, to create one clear, global brand. Where the brand needed to ‘Act Local’ the assets adapted to cultural nuances, localizing communications and staying connected to Invesco’s clients.”

Gregg Finlay
Executive Creative Director & Partner, Prophet   

CASE STUDY

Morphy Richards

Reimagining the iconic home appliances brand to delight global audiences

Challenge

Morphy Richards, founded in the U.K. in 1936, is a leading home appliance brand with a long heritage. Despite the popularity, perceptions of the brand – particularly its British heritage – have grown less favorable. In some markets, consumers have begun to see the brand as unimaginative and outdated. 

The new owner acquired the company in 2023 and tasked Prophet with reimagining Morphy Richards’ brand identity, unlocking growth opportunities in international markets. Morphy Richards needed to be reimagined as a truly global brand, with a plan for product development over the next three to five years. 

Solutions

To achieve maximum growth, we believe that a company’s brand strategy should always go hand-in-hand with its business strategy. So, we started by learning all we could about Morphy Richards’ vision. We conducted in-depth interviews with senior management and distributing partners in different markets, reaching a precise alignment: Morphy Richards strives to become a leader in small home appliances in multiple categories. As a premium brand, it is innovative and has a distinctive style. Morphy Richards is committed to connecting closely with consumers, providing products that fill their daily lives with delightful surprises. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. 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. 

In line with this vision, we mobilized global resources to launch qualitative research in four countries, gaining deep insights into consumer lifestyles, attitudes, category consumption habits and brand preferences. Through a systematic and comprehensive analysis, we identified the target audience, focusing on middle and upper-middle-class families seeking to balance family, career and personal life. These consumers want home appliances that express their individual styles and embrace technology. 

During this immersion process, we also realized that the Morphy Richards brand faced complex challenges from consumers and distributors. That required looking at the brand through two distinct lenses. Consumers in different global markets have varying perceptions of the Morphy Richards brand and distributors have different understandings and expectations. 

Prophet developed a multi-lens model to derive potential positioning territories. We landed on a positioning centered around “innovation” and “smart life.” 

In line with this vision, we mobilized global resources to launch qualitative research in four countries, gaining deep insights into consumer lifestyles, attitudes, category consumption habits and brand preferences. Through a systematic and comprehensive analysis, we identified the target audience, focusing on middle and upper-middle-class families seeking to balance family, career and personal life. These consumers want home appliances that express their individual styles and embrace technology. 

During this immersion process, we also realized that the Morphy Richards brand faced complex challenges from consumers and distributors. That required looking at the brand through two distinct lenses. Consumers in different global markets have varying perceptions of the Morphy Richards brand and distributors have different understandings and expectations. 

Prophet developed a multi-lens model to derive potential positioning territories. We landed on a positioning centered around “innovation” and “smart life.” 

Multi-Lens Positioning Model

After we helped Morphy Richards answer the critical “who are we?” question, we helped it articulate the values and promises it brings to consumers. We also showed how those elements deliver against the brand’s positioning. These comprehensive frameworks laid a solid foundation for Morphy Richards’ future brand building. The refreshed brand positioning also provided clear direction for product upgrades and innovation.  

We recommended updating the brand tagline from “Smart Ideas for Your Home” to “Smart Ideas for Your Life” to reinforce the brand positioning and underline Morphy Richards’ extended value proposition. The product team at Morphy Richards has begun to incorporate the refreshed brand positioning into the product design and planning process. The concept of “integrated innovation” has become the center of gravity of new product development. 

Based on the new brand positioning, we developed a visual identity system. We retained the brand’s classic red elements while transforming traces of its British look into a dynamic and stylish visual system. It is modern, yet also true to the Morphy Richards legacy. We developed a detailed brand book, providing clear definitions and guidelines for applying different elements of the visual identity system, including the logo, graphics, colors, packaging, fonts and photography. 

Results

Morphy Richards officially launched its new brand identity in April 2024. The refreshed brand has injected new energy into the Morphy Richards organization and helped its brand team clarify the goals and mission for brand building and product development, driving uncommon growth in its new chapter. 

To support the brand positioning upgrade, Morphy Richards will continue to launch innovative products in international markets, striving to elevate people’s quality of life by bringing smart ideas to their homes. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. 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. 

“Our team holds great respect for the new brand positioning of Morphy Richards, which represents both our past legacy and future ambitions. It has become a benchmark for our work. Despite the challenges, this process has helped us align multiple departments.

Before every product idea, we now ask ourselves: Does it convey ‘smart life’? Is it innovative? And does it create an improved user experience? We are excited about this positive, purposeful change. We believe it will endure through longer growth cycles, enabling Morphy Richards to enter thousands of new households and become genuinely known and loved.”

Ray Zheng
CEO

Embracing “Morphy Richards Red”

Morphy Richards has been using two visual identity systems in different global markets. The visual system with the “Morphy Richards Red” as the primary color has been used longer and on a broader scale, especially in China. We recommended Morphy Richards retain this classic red in the refreshed visual identity to reserve and consolidate its brand assets. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. 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. 

Creating an Ownable Supergraphic System

We developed a modular grid system incorporating the arc elements from Morphy Richards’ “M” and “R” to design a flexible, simple, and easy-to-use supergraphic system. 

Interpreting the Unique DNA of British Design

As a brand that originated in the U.K., elements of Morphy Richards heritage are essential in the new brand positioning. Prophet’s design teams in Hong Kong and London immersed themselves in debates about what makes British design truly distinctive, ultimately settling on four characteristics of the British DNA that would strengthen the brand in its reinvention. These characteristics are fundamental elements and design logic to create the “most Morphy Richards” visual system. 

CASE STUDY

Internet of Production Alliance

Branding a nonprofit revolutionizing mass production for all

Challenge

In a rapidly globalizing, tech-driven world, traditional mass production systems are falling short: they’re too complex, slow, inflexible and damaging to the environment. The Internet of Production Alliance, a nonprofit organization, aims to revolutionize this space by transitioning to a decentralized production model — one that empowers individuals to produce goods locally and sustainably. By bringing together innovators, entrepreneurs, engineers, academics, makers, manufacturers, designers and NGOs, the Alliance envisions a transition from mass production to production by the masses. These open, accessible, and decentralized systems will allow people to produce whatever they want, wherever they want. 

It’s a complex mission. The organization required a compelling brand strategy to rally members internally and create cohesion. And it needed to effectively communicate this extraordinary vision to external audiences, attracting partners and donors. 

Solutions

Prophet moved fast. In just 12 weeks, we consulted with their key stakeholders and developed a brand positioning strategy that rallied members around a shared vision: a future where everyone can contribute to the production of physical goods. We highlighted how the Internet of Production uniquely delivers its brand promise by harnessing the transformative potential of decentralized production, benefiting businesses, individuals and the planet. The positioning was brought to life through tone and messaging recommendations, enabling alliance members to communicate effectively, show up as a united front and build equity in the new brand.  

We then designed a compelling visual identity inspired by the technical blueprints that are so familiar to stakeholders, blending manufacturing precision with a human touch. 

Results

The organization strategically sought to engage new donors and partners, focusing on corporations and high-net-worth individuals. The brand’s rejuvenation empowered the Internet of Production Alliance to captivate these audiences, significantly enhancing the organization’s stature and trustworthiness. As a result, the Internet of Production Alliance has attracted talented new staff and seen its fundraising pipeline increase by over 300%, showcasing the remarkable impact of the rebrand.

“Previously, we hesitated to present our cause or direct people to our website due to its appearance. Our messages were getting lost. Now, we feel excited and eager to showcase our brand to the world; we’re proud of our brand – it is attractive and it reflects the scope of our ambition. What Prophet did, and even the wonderful way they did it, changed the game.”  

Andrew Lamb
Chair & Co-Founder of the Internet of Production Alliance

CASE STUDY

JetBlue

Sending an iconic airline and true challenger brand soaring into the future  

Challenge

JetBlue, a prominent U.S. airline, was founded with the grand ambition of challenging other established carriers. Based on the promise of excellent, affordable service, JetBlue consistently offers customers a better way to travel. 

Despite being known for its distinctive wit and irreverent spirit, the company’s visual identity had grown tired, having travelled a few too many miles without a meaningful rebrand since its initial launch. JetBlue no longer reflected how its employees and travellers saw the carrier, nor did it capture what made the brand special. To address this, JetBlue engaged Prophet to refresh its brand and better reflect its competitive edge in the airline industry.   

Solutions

We evaluated each touchpoint in the JetBlue experience, assessing the airline’s existing identity and market positioning. Initially, our focus was on re-energizing JetBlue’s day-to-day marketing communications. However, through close collaboration with the JetBlue team, it became clear that a more comprehensive approach was needed.

Our scope expanded, and we embarked on crafting a holistic vision for the brand’s future. Together, we developed and launched a completely revitalized JetBlue brand identity. 

Our scope expanded, and we embarked on crafting a holistic vision for the brand’s future. Together, we developed and launched a completely revitalized JetBlue brand identity. 

Results

The ambitious rebranding initiative has positioned JetBlue for its next stage of growth and demonstrates its ongoing dedication to innovation. Entering a transitional year with an invigorated visual identity, this strategic shift has already led to increased customer interest and conversion. JetBlue continues to challenge industry norms, redefining what customers can expect from a cost-conscious airline. And this differentiating spirit is now beautifully reflected in the new brand identity and the plane liveries. 

Re-asserting JetBlue’s challenger spirit

Our idea centered on a core truth at the heart of the brand: its challenger spirit and character. Every creative decision was made to vividly bring this unique personality to life. 

“JetBlue’s brand is synonymous with irreverence and personality, yet its identity wasn’t fully embodying these traits. Our mission was to bring this back at a time when the company was preparing itself for its next stage of growth.”  

Andres Nicholls 
Global Executive Creative Director  
Prophet

An expression of joy

A joyful, fun and contemporary brand expression came together through an enhancement of their colour, type and imagery. A system that gave the brand flex and the ability to play, delivering genuine brand moments that put a smile on customer’s faces.

Wit, positivity and plenty of carry-on character

Tone of voice has always been a key differentiator for JetBlue. We meticulously crafted every element of the visual identity system to amplify that voice. It’s designed to be flexible and seamlessly adapting to the practical requirements of each touchpoint, ensuring the effective delivery of JetBlue’s distinctive writing style. From the typeface to the color palette and copy, every aspect communicates with humor, capturing JetBlue’s youthful energy and positivity.

Illustration that tells a story 

Collaborating with Ben Wiseman, we crafted playful illustrations that narrate travel stories and provide imaginative perspectives. Ranging from the whimsical to the extraordinary, they express concepts that can’t always be captured through photography alone – providing yet another way for JetBlue to stand apart from the crowd. 

Imagery captures moments we love 

We’ve all encountered the typical, overly polished destination images. Our approach was to capture those authentic micro-moments that resonate with customers. By keeping imagery simple, subtle and uncluttered, our marketing becomes more relatable – without falling into clichés. 

Created to drive impact 

JetBlue’s new designs aim to turn heads, make a statement and elevate every moment of the experience. Setting an ambitious vision from the outset, Prophet and JetBlue have reshaped the brand expression into one that honors the past while preparing the carrier for its next phase of growth. The rollout continues across many of JetBlue’s primary marketing and communication channels.

Reimagining JetBlue’s liveries  

The project also evolved to include a redesign of JetBlue’s commercial livery. The reimagined identity and updated livery honor JetBlue’s legacy by retaining recognizable tailfin patterns, now extending beyond the tailfin to envelop the entire rear fuselage, ensuring maximum brand impact, visible both in the skies and at the gates.  

“Opportunities like this don’t come around very often. Guiding transformative change for an iconic brand like JetBlue, working so closely with their team, has been a privilege. The company is on an exciting journey and being part of it has been a phenomenal experience.” 

Chris Benson 
Associate Creative Director
Prophet

Launching JetBlue to the world  

The first of the new designs took flight in the second half of 2023, heralding the beginning of JetBlue’s fleet-wide transformation. We’re proud of how we helped make the fleet bolder. Bluer. Newer.

CASE STUDY

International Health Partners

Reimagining a software system to drive growth and global impact

Challenge

International Health Partners (IHP) is a global NGO committed to providing quality, long-dated medicines to disaster-hit and vulnerable communities worldwide, regardless of location or demographic.​ In pursuit of this mission, IHP developed Boaz, a cutting-edge product donations management software designed to enhance efficiency and compliance in the donations process. However, IHP encountered a significant challenge in actualizing its growth ambition for Boaz. Seeking to transform the software into a driver for expanding global access to medicines and generating a sustainable revenue stream, IHP sought assistance from Prophet.

Solutions

With a multidisciplinary team, Prophet set to work to support Boaz’s growth ambition focusing on brand enhancement, user experience refinement and operating model optimization.    

Collaborating closely with the IHP team, we conducted a strategic review of Boaz’s brand and user experience, with the aim of elevating its customer journey to a premium, scalable level while ensuring operational sustainability. This involved the development of a comprehensive Boaz customer experience map, meticulously detailing each step of the user journey. Through iterative testing and refinement with Boaz users, we ensured that every interaction with the platform was intuitive, efficient and aligned with IHP’s mission.

We then crafted four distinct brand territories, leveraging Boaz’s strengths and unique differentiators to create a compelling brand positioning statement that effectively captured its purpose and promise. This involved communicating Boaz’s impact, engaging Corporate Social Responsibility (CSR) and Environment, Sustainability and Governance (ESG) teams and maintaining visual cohesion with the overarching IHP brand.

Moreover, we equipped the IHP team with the operational organization setup necessary to bring Boaz’s vision to life. Through capability assessments, a detailed 5-year roadmap and financial modelling, we provided actionable insights to guide Boaz’s growth trajectory and ensure long-term success.  

Results

Armed with the expertise and resources provided by Prophet, the IHP team seamlessly integrated Boaz into their operations, utilizing the materials and support across various initiatives, from sales pitches to committee budget reviews. Boaz’s webpage is also now live, marking a significant milestone in their journey towards expanding global access to medicines. 

Client Testimonial

“The comprehensive support provided by Prophet, spanning from the brand guidelines to pitch formulation and customer journey mapping, has left us with a clear roadmap for our next steps. We now have a solid foundation and actionable insights to drive Boaz forward and maximize its potential.”

Colleen Harrison-Dodds
Director of Compliance and SaaS at International Health Partners

CASE STUDY

Beflo

Creating an innovative connected desk brand from concept design to activation 

Challenge

With the pandemic resulting in people balancing both work and life activities at home, there was a growing demand for furniture solutions that were more versatile, comfortable, and functional. Our original equipment manufacturer (OEM) client saw the opportunity to create a DTC brand that would deliver a solution to empower people to enjoy a better way of living and working from home. They partnered with Prophet to help create and launch their first consumer brand.

Solutions

With a blank slate, we worked collaboratively with the client to create a brand that would be relevant to today’s working-from-home customer. 

We used an AI-powered online research tool and interviewed 135 potential U.S. customers to understand their unmet needs and expectations around their WFH set-up. Our research revealed critical insights about how consumers need to not only prioritize their physical health but also their interest in a good work-life balance – including ways to optimize all the various parts of their lives.

From this, we created a new brand purpose, “We believe happiness comes from being in the flow in all activities we do at home.” We then created brand principles, tone of voice, and the tagline “Work. Flow. Home” to bring the brand to life in a unique and distinctive way against other competitors. The name “Beflo” came out of the idea of being “in the flow” when everything you do works seamlessly and effortlessly.  

Beflo began developing a desk prototype, combining motorized height-adjustable settings with modular tech accessories around cable management, charging features and other productivity tools. As part of that, we worked with them to create brand principles based on their new purpose that would have implications for their product design.

The visual identity also used the “flow” concept to create a simple and ergonomic-looking logotype with rounded letterforms and the curved ligature between the “f” and “l” that mimicked the side profile of the curve on the desk’s legs.

From this, we created a new brand purpose, “We believe happiness comes from being in the flow in all activities we do at home.” We then created brand principles, tone of voice, and the tagline “Work. Flow. Home” to bring the brand to life in a unique and distinctive way against other competitors. The name “Beflo” came out of the idea of being “in the flow” when everything you do works seamlessly and effortlessly.  

Beflo began developing a desk prototype, combining motorized height-adjustable settings with modular tech accessories around cable management, charging features and other productivity tools. As part of that, we worked with them to create brand principles based on their new purpose that would have implications for their product design. 

The visual identity also used the “flow” concept to create a simple and ergonomic-looking logotype with rounded letterforms and the curved ligature between the “f” and “l” that mimicked the side profile of the curve on the desk’s legs.

Results

The brand concept, name, visual identity and product design successfully came to market in 2023. The branding was recognized in the 2021 Transform Awards as the Best Visual Identity in Technology, Media and Telecommunications. 

Results

The brand concept, name, visual identity and product design successfully came to market in 2023. The branding was recognized in the 2021 Transform Awards as the Best Visual Identity in Technology, Media and Telecommunications. 

Positioning Around the “Flow”

Keeping the target consumer in mind, we developed different brand territories that would be relevant to their needs, and our positioning ultimately landed on the territory of Flow.   

“We believe happiness comes from being in the flow in all activities that we do at home.” 

The flow state was where people could fully immerse themselves in the task at hand and find enjoyment in the present moment. This resonated with the targets’ needs to balance multiple priorities and to find enjoyment in their WFH routine.

Meet Helena.

We developed a creative representation of our target customer who has a desire to improve their WFH set-up, anxiety around balancing all of life’s priorities and a strong interest in interior design resulting in a design-oriented approach to buying furniture. She prioritizes physical health, good work-life balance, success and connection with the community. This helped us imagine all our work with a certain persona in mind.

Applied Brand Principles

We created brand principles to serve as a guide for uniquely delivering on their brand promise. The four principles: Adaptive Comfort, Ultimate Ease, Holistic Wellbeing, and Lasting Innovation were then expanded into tangible guidelines and were applied in both the product design as well as the surrounding consumer experience.

The Visual Concept

The logo and visual system reflect the “flow” concept by embracing an equally weighted, san-serif to not disrupt the eye, but have a balanced and cohesive look. The crafted ligature between the “f” and “l” characters also creates a unique element that creates a visual “flow.” The system consists of the same curved elements that incorporate a soft flow across all communications and visuals, all the way down to the actual curved corners of the actual desk legs.

A Distinctive Verbal Voice

We created tone of voice principles to ensure that all communications had a cohesive tone of voice. Messaging guidelines offered guardrails around practical dos and don’ts as well as messaging examples.

Shopify Design

We created Beflo’s first Shopify design, creating both the site architecture, content hierarchy of each page, and design layout. Everything from imagery style to navigation and input fields was carefully designed to support the new brand.

A Cohesive System

We brought the brand strategy and identity to life by creating a visual system with a unique perspective on photography style, color palette, typography and graphic elements. This unique look created an unmistakable identity across all their applications from product design to digital interfaces and print communications.

Activating the Brand

We created an activation rollout plan to help Beflo navigate the different horizons of growth. We also developed a content marketing playbook to help create compelling and relevant content to attract, engage and convert consumers along the customer journey with recommendations across channels and partnerships to consider.

“Working with Prophet undoubtedly helped us build a rock-solid foundation for our brand; we wouldn’t be where we are without them. The branding groundwork they laid out has been our guiding north star, enabling us to stay focused and coherent with our work.” 

Beico Chiu
Founder CEO, Beflo

CASE STUDY

Grand Josun

Extending the Josun heritage to create a premium hotel brand for families

Challenge

Josun Hotels & Resorts was facing competition from new entrants that raised the bar on luxury hospitality in the South Korean market. During its separation from the Starwood Hotel brands, Josun Hotels & Resorts had ambitious plans for growth.

Prophet first partnered with the client’s teams to create a cohesive brand portfolio strategy that leveraged the Josun name, provided a level of cohesion and integrity and maintained its distinctiveness within its portfolio. Having created a rejuvenated brand identity for Josun Palace, the group’s highest-grade luxury offering, Prophet worked with the hospitality group to create a new premium family-oriented hotel.

Solutions

We started with understanding the real needs of Josun Hotels & Resorts’ varied audiences which included families with kids, young couples and business travelers. Insights into these pain points helped to inform what experiences its hotels needed to deliver to its audiences. Based on these insights, we created the new family-oriented hotel brand Grand Josun.

We clarified the brand’s unique distinction as a pioneer and leader in South Korea’s hospitality landscape, crafting its brand positioning as “Reimagining a heritage of excellence”. Combining both Josun’s legacy with fresh modernity, we took its signature customer service and infused the brand with new moments of delightful discovery throughout the customers’ stay, with a refined sensibility that is always balanced, intuitive and multi-sensorial.

The strategy came to life with a variety of new activation programs, amenities, F&B, design and service elements tailored to meet the distinct and high expectations of the audience. We created unique signature elements such as Josun Junior, a comprehensive offering that creates a memorable holiday experience for children to explore their creative energy, discover lifelong skills, and connect with the destination they are in. Another signature program that was rolled out was the Lending Library, a hassle-free supply for everything a guest may need at a hotel whether on business or for family.

Next, Prophet created a visual system that brought the bespoke and delightful experiences of Grand Josun to life, speaking to the heritage of “Josun” with a modern twist. The symbol is a carefully crafted monogram paired with a classic modern typeface and complemented by contemporary and balanced hues of emerald, natural and light secondary colors and copper accents. We also created a cohesive color and textural palette to communicate a warm, natural environment that allows families to feel both comforted and energized while reflecting the refined sensibilities of the brand. The “terrazzo” pattern was incorporated both in the overall hotel as well as modified for the kids to create a cohesive but also tailored experience.

Results

Grand Josun was successfully launched in Jeju and Busan in 2020. Many of the signature experience ideas we created, including the Josun Kids program and Lending Library, have been successfully implemented with outstanding reviews.

The addition of Grand Josun hotels not only expanded Josun Hotels & Resorts’ reach in the South Korean travel market but is also expected to be a new growth engine for the group, unlocking new possibilities in its journey to become a global hospitality brand.

And, our work with Grand Josun hotels received recognition from Transform Magazine’s Transform Awards Asia 2022, earning bronze in the Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector.

CASE STUDY

Josun Palace

Creating a luxurious hotel brand under a winning portfolio

Challenge

Established in 1914, Josun Hotel has become an exemplary brand in hospitality, transforming into the current Josun Hotels & Resorts yet maintaining the original “First & Best” mentality that it originated with.

In a market where new entrants have raised the bar on luxury hospitality, Josun Hotels & Resorts wanted to position its brands at the forefront of hospitality experiences in South Korea. It was in the process of separating from the Starwood Hotels brand and came to Prophet for help creating an independent portfolio of brands.

Solutions

Our teams first defined a winning portfolio by sizing the South Korean travel market and conducting customer segmentation. With a hybrid brand architecture, we went on to create relevant flagship brands, with Josun Palace being the luxury namesake label. We focused on its flagship offerings and aimed to redefine the luxury and lifestyle hotel experience in Korea. 

Our brand strategy was built to appeal to the sensibility and finesse of Josun Palace’s target audience – “The Cultured Connoisseur.” To speak to this audience, three experience principles were created from Josun’s unique DNA and heritage but also focused on remaining relevant to today’s and tomorrow’s target consumers. The “Josun Touch” principal marks Josun’s quality service standards that guests have always come to expect. The “European Sophistication” principle demonstrates how the brand has always been inspired by global design, culture and lifestyle while providing a comfortable introduction to the Korean travel market. The “Timeless Innovation” principle demonstrates that good experiences with high-end technology should be felt but not seen.

We then developed a draft of a future-state guest experience map to guide a focused collaborative exploration of potential signature touchpoints. This was followed by a hierarchy containing distinct levels of signature experiences.

With this in place, the three principles came to life in the creation of a bespoke and crafted crest symbol that brings the unique heritage and symbology of Josun in perfect balance with sophisticated European visual cues. The symbol reflects the premium stature for its luxury brand with a custom modernized serif logotype that highlights the iconic Josun name, referring to Korea’s royal dynasty.

This modernized classic logo is supported by a light and modern set of visual elements including a sans serif typeface, P22, in a variety of weights along with lighter pastel color palette and graphic elements that complement the strong logo and its chiseled font.

Results

The rejuvenated Josun Palace was launched in May 2021, welcoming guests around the world and elevating its customer experience across all touchpoints. The optimized portfolio and architecture strategy has maximized revenues across the group’s existing brands. Additionally, the portfolio strategy left room for future growth, enabling the group to effectively add new brands in support of local expansion.

The new brand identity of Josun Palace encapsulated the key essence of the hotel’s heritage while ensuring that it was distinctive in its own way among other flagship brands. Prophet was successful in launching a prestigious brand with five-star reviews and part of the Marriott Autograph collection.

And, our work with Josun Palace was recognized by Transform Magazine in the Transform Awards Asia 2022, winning bronze for the category of Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector. It also was mentioned as highly commended for the Best Creative Strategy category.

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