Design

CASE STUDY

Gravity

From hotel to Millennial experience hub

Challenge

As part of their hotel growth plans, Josun Hotels and Resorts wanted to create a hotel that appealed to the Millennial generation whose needs and expectations for a hotel were shifting to meet their evolving lifestyles in Korea.

Solutions

Prophet worked closely with Josun to first define their target audience—who they were and what their wants and needs are in a hotel experience. We uncovered fresh insights about this target, who we called ”The Experience Maximizers.” They cross the three spheres of work, life and play seamlessly. They are highly tech-savvy, social seekers, community nomads who crave new and exciting experiences. Understanding this, we set out to create a hospitality destination that harnessed the growing desire to foster creative, collaborative and inspiring communities that blend work and play together.

The concept was to become a thriving social hub—a center of gravity in the community that provides open and flexible space for socializing, working, eating and shopping. The hotel would deliver this through flexible, multi-purpose spaces that evolve throughout the day, with curated programming that draws people in from the local community. The space would truly energize the community—whether it’s showcasing the works of local artists, holding a regular farmer’s market on the rooftop or hosting performances from favorite local bands.

Both the name “Gravity” and the logo we created with the directional “V” symbolize the concept of a modern hub and acts as a center for attraction and interest. The floating concept seen in the “V” is also brought through the black and white conceptual imagery of things that are floating in midair defying gravity. We brought the modern hub concept through thinking about their space, F&B, service, local content, curated programming of activities and unique partnerships.

Results

SJosun has recently opened the first Gravity hotel in Seoul, Dec 2020, and started to roll out some signature experiences including Gravity Time which features unique activities and premium dining as well as Gravity Tribe, that brings cultural and wellness programs, as well as opportunities for exchange among community members. The hotel is part of the Autograph Collection by Marriott.

CASE STUDY

Nam Nghi

Defining the brand story and experience for a Vietnamese luxury resort

Challenge

Nam Nghi, a boutique resort on the Vietnamese island of Phu Quoc, is a beautifully designed hotel that is built on a secluded peninsula and with a private island. Despite its unique geographic assets, the property had difficulties standing out in the increasingly competitive hotel market on Phu Quoc island due to its inconsistent customer experience across touchpoints.

Nam Nghi engaged Prophet to closely examine its brand portfolio, develop a refreshed brand positioning and narrative, and ultimately completely redesign its identity system to fit the reimagined approach for the brand.

Solutions

Prophet’s experience in developing luxury hotel brands in Asia and around the globe has led to an understanding of key experience trends that are shaping the travel and hospitality category: hyper-local, eco-consciousness and bespoke experiences.

Prophet identified Nam Nghi’s unique geographic placement as the resort’s clear advantage in the market. The unspoiled Phu Quoc island is a hidden paradise; it boasts of colorful coral reefs, lush jungles, turquoise waters, white beaches and true Vietnamese hospitality.

As a result, we defined a unique and strong brand story for Nam Nghi – “Nurtured by Nature.” We positioned the property as a destination for eco-luxury travelers who crave world-class quality hospitality and authentic, one-of-a-kind experiences with minimal environmental impact.

Centered around the positioning, we further explored how we could bring the story to life across existing touchpoints, including gastronomy experience, hospitality services, range of activities and its signature private island. Moreover, we helped the client to create signature moments that enhance the brand positioning. For example, using reusable bottles filled with filtered water and electric cars for pick-up.

We then designed an identity that conveys the idea of “immersion in nature” using patterns and hand-drawn illustrations. The lush foliage and vibrant corals that surround Nam Nghi served as inspiration for a rhythmic pattern design that is artistic and hand made. Using icons that represent the local flora and corals, we designed bespoke illustrations that are used in the framing device design, pattern design and on-site offerings. Aside from comprehensive guidelines, we delivered designs and ideas for touchpoints ranging from in-room amenities to wellness outlets, as well as digital apps.

Results

Phu Quoc Island has become one of Asia’s most talked-about destinations and an international hub for luxury and eco-friendly tourism. We brought Nam Nghi to life through an immersive visual identity that conveys premium options, while telling a story about local culture and its commitment to nature. The brand rejuvenation appeals to the young affluent customers – fashionable, luxurious and eco-conscious, through a distinctive brand positioning and visual identity that is true to the hotel’s strengths.

Our work with Nam Nghi was awarded Silver for best visual identity at Transform Awards Asia-Pacific 2019.

CASE STUDY

Walmart

Refreshing the retail experience to deliver “Modern Value” to Chinese consumers

Challenge

With over 20 years of experience operating in China, Walmart is one of the largest hypermarket chains today with more than 400 stores across the country. Walmart’s challenge today is how to evolve its offer and experience in response to disruptive shifts in shopper behaviors, as well as staying relevant with the emergence of new online to offline (O2O) competitors that are challenging traditional retail formats.

Solutions

Prophet worked with Walmart to refresh its retail experience in order to fuel Walmart’s next phase of growth.

Prophet’s research demonstrated that while Chinese consumers are digital-savvy and are open to transforming how they shop; they are still looking to “save money, live better.” This is, and has always been, Walmart’s key purpose. Supported by this consumer insight, Prophet saw an opportunity to create an experience unique to Walmart’s consumer value proposition. To articulate what the Walmart brand stands for and how it stands out, we defined the brand concept “Modern Value,” which set the foundation for the rest of the design and experience.

After defining what “Modern Value” should look and feel like, our team set out to develop a retail design and identity that delivers on value, confidence and simplicity that would resonate with modern Chinese consumers. The new store experience feels contemporary without being premium and alienating. We brought more ‘warmth’ and introduced signature experience zones to appeal to families with kids. The visuals were designed to be vibrant, injecting energy into the retail experience.

Results

The initial pilot of the “Modern Value” redesign in Shenzhen was highly successful, not only in terms of shopper feedback but also in “like-for-like” store performance. The new retail experience has since been rolled out more broadly across China to new store openings and store redesigns.

Our project with Walmart won two gold awards at the 2020 Transform Awards Asia in the categories of “Best Localization of an International Brand” and “Best Visual Identity” from the retail sector.

CASE STUDY

U.S. Women’s National Team (USWNT): OOSA

Creating a brand that pushes for progress on and off the field

Challenge

For decades, the U.S. Women’s National Team (USWNT) has been leading the charge for equality, both on and off the soccer field. They’ve elevated the level of the women’s game on the global stage and fought for causes like gender equality, parity to the US men’s team in terms of pay, coaching and medical treatment, frequency of games, field quality, and even how they train and travel to matches.

Knowing that their performance at the highly anticipated 2019 FIFA World Cup tournament meant more than demonstrating athletic prowess, the USWNT needed a brand to bolster their equal pay and equality agenda on the global stage.

Solution

As part of our Prophet Impact initiative (formerly P4NP – Prophet for Nonprofit), a team of strategists, designers, copywriters and developers from Prophet partnered with USWNT players to create a new brand and digital experience that captured the essence of the team—both as world-class athletes and as passionate activists. All the spirit, hard work and positive energy were channeled into a new brand: OOSA.

The name OOSA is a nod to the team’s 20-year-long tradition of players chanting “OOSA, OOSA, OOSA-AHHHH,” as a rallying cry before they take the pitch. The OOSA brand capitalizes on the collective value of the players while providing an avenue for supporters to get involved in their efforts to push for meaningful progress. The brand provides something tangible to rally behind, while also helping to defray the cost each player incurs to lead the cause for change.

Results

The new OOSA website and brand video launched just before the 2019 Women’s World Cup, where the team became four-time FIFA World Cup Champions with their win over the Netherlands. Twenty-two percent more U.S. viewers tuned into the final match than the 2018 men’s final, with a total of 263.62 million unique viewers globally.

In Nov. 2019, the Prophet team won two SILVER awards for “Best strategic and creative development of a new brand” and “Best use of audio branding” at the North America Transform Awards. And in 2022, the U.S. Women’s Soccer Team won equal pay, eliminating a long-time pay gap.

Learn more about how we build brands and transform society through Prophet Impact.

CASE STUDY

AXA

Meet Emma, the future of humanized insurance experience

Challenge

AXA is one of the world’s leading insurance companies offering diverse financial services globally. To successfully grow its business in Asia, the client recognized the need to create a more consistent and human brand throughout the region.

On the back of a new global vision – from Payer to Partner – AXA partnered with Prophet to develop an Asia-specific solution that would deliver on their ambition to:

  1. create a more consistent customer journey and brand experience across the region
  2. develop a new customer engagement proposition that also humanize the experience through a new digital platform
  3. develop digital touchpoints to drive greater engagement with existing and potential customers.

Solutions

Through deep consumer research and segmentation, Prophet partnered with AXA to create a regional well-being strategy, develop a new customer experience, and run UX & UI sprints to design a new digital product.

We began by conducting a multi-country regional segmentation, incorporating both qualitative and quantitative research across five key markets in Asia (China, Hong Kong, Philippines, Thailand and Japan). Over 4,000 customers were surveyed to better understand what they wanted from an insurance company when it came to their health, well-being and mental health. This research created the foundation for the development of a value proposition that defined the future of digital customer experience (DCX) at AXA.

To bring the strategy to life, we set out to reimagine the customer experience, taking a fresh look at how to create a new insurance platform that combined insurance e-servicing, 3rd party health and wellness digital services and a new conversational chatbot and virtual concierge. Importantly, at the core of this new experience was an empathetic and human approach on well-being topics for customers, elevating the AXA brand on an experience level never attempted at the organization.

From this strategic foundation, Emma was born — AXA’s first humanized user interface, which became the core of the brand’s new digital customer experience. This seamless experience – from claims to servicing, health content, symptom checker, and more – was embodied in a single Emma ecosystem for current AXA customers as well as prospects.

With Payer to Partner at the core of its proposition, Emma’s persona was designed to be an Empathetic Navigator, helping individuals find the solutions and content most relevant to their well-being needs. Prophet further “personified” Emma, crafting a real-life avatar, her tone of voice, and the visual expression across a full identity system.

A key highlight of the process was a two-day Hackathon to create “Emma”. Over 70 global leaders and stakeholders across diverse disciplines gathered together to “hack” the Emma experience. It was the first time in AXA’s history and probably the largest cross geographic collaboration of its kind.

Results

Emma was piloted then launched in Hong Kong in Q4 of 2019.

Emma is bridging the gap between digital engagement and financial advisor partners. As of 1H of 2020, Emma’s launch in Hong Kong drew more than 2 million logins, exceeding expectations. Emma is now being rolled out across the rest of Asia.

The digital brand experience we created for AXA won the gold award for “Best Use of Digital in the Financial Services Sector” at the 2021 Digital Impact Awards Asia, as well as two awards at the 2020 Transform Awards Asia, including a gold award for “Best Brand Experience” and a silver award for “Best Visual Identity” from the financial services sector.

CASE STUDY

M Passport

Designing the first signature family program for Marriott Hotels

Challenge

To capture a greater share of the growing leisure market in APAC, Marriott Hotels needed to shift its reputation from being viewed as reliable business travel accommodations, to desirable family-friendly destinations.

Through research, Prophet found that parents highly value the options for daily activities on their vacation. Even though Marriott Hotels across Asia were offering great activities for kids, the Marriott International brand wasn’t getting credit due to guests not attributing the programming back to the master brand. So, to win with families, Prophet needed to help Marriott Hotels boost its family hotel activities offerings and develop a clearer connection between kids activities and the Marriott International brand.

Solutions

We created M Passport, a program designed to engage and support children as they grow up while giving parents peace of mind that their children are having fun and learning along the way. M Passport is a kids-focused program that provides children with three key benefits – Brilliant Body, Brilliant Mind and Brilliant Heart aligning with the Marriott Hotel brand positioning of “Inspiring Brilliance”.

M Passport comes to life in a gift children receive upon arrival, a “passport” booklet where they collect stamps for completing activities that stimulate Mind, Body and Heart. Activities are categorized under each of the three key benefits, which have a corresponding stamp design. Stamps can then be redeemed for rewards, such as ice cream, cookies or a local souvenir. In addition to the booklet, children receive postcards to draw on and fill out stickers, and buttons to serve as souvenirs of their Marriott stay. The program is available to guests in both resort and urban properties, where the kids’ activities are customized accordingly. In resorts, many activities are done on-site, while urban properties offer a map of the city to allow exploration on property and immersion in the city around the hotel.

We designed a unique visual identity system for M Passport based on its key benefits and Marriott International’s brand positioning ‘Inspiring Brilliance’. The M Passport word mark, combined with the brand font, creates a ‘light bulb moment.’ While staying consistent with the Marriott International master brand, Prophet’s design teams added playful and fun elements through simple line illustrations that showcase local animals, icons and sceneries. The illustration style is based on the simplistic lines of the M Passport logo.

Building on the feedback and learnings from the proof-of-concept program at resorts, the visual identity system has recently been expanded to showcase a broader array of designs for urban properties, including imagery of Owen the Owl, the M Passport program mascot, on location at various historic APAC sites – from Sydney to China, Hong Kong, Singapore, Korea and more.

Results

APAC became the first region to fully roll out this global program, beginning with a proof-of-concept in 2018, and now expanding to over 20 properties across APAC. The program has distributed over 15,000 copies of M Passport to Marriott’s little guests, generating 6,210+ M Passport package room night bookings, and driving more than 137.4 million total impressions and over 18.7 million reach. M Passport plans to roll out further across additional urban properties in 2021.

Impact

15k

Copies of M Passport delivered

6k

M Passport package room night bookings

CASE STUDY

MB Bank

Creating and launching a new brand to tell MB’s transformation story

Challenge

In 2018, MB Bank (Military Commercial Joint Stock Bank), one of the largest financial groups in Vietnam, initiated a multi-year transformation program in partnership with Prophet, to become a digital-first, customer-centric bank with an ambitious goal of aggressively growing its customer base.

After in-depth customer research, MB learned that it was seen as dated and uninspiring. The bank needed a more modern and fresh brand to attract new customers.

The bank’s hallmark 25th anniversary in November of 2019 presented the perfect opportunity to launch the new brand, reflecting the bank’s transformation to become more modern, digital and customer-centric.

Solutions

In line with their ambition, we developed a new brand platform that captured the essence of MB’s transformation to be a modern bank that enriches the future of people and businesses. The new brand is anchored in the promise that customers will get access to banking that is innovative, trustworthy and as convenient as possible. We also created a tagline to sum up the essence of the new brand: Intelligent Banking. Enriching Your Future.

In parallel, Prophet also created a new logo and designed a comprehensive visual system with key assets to bring the new brand to life.

We then worked with MB and local partners to plan and launch the new brand in the market. We designed a suite of internal assets to educate and generate excitement among employees, including an internal website, posters, videos and photobooths. We also supervised the creation of an external advertising campaign, including a brand video and OOH assets to be displayed throughout Vietnam through strategic media planning.

Results

Following an internal rollout to inspire and educate employees, the MB Bank rebrand was then officially launched to the public on the day of MB’s 25th anniversary, marking the next chapter of their growth on their journey towards transformation.

MB Bank was awarded ‘Most Improved Bank of the Year’ for its refreshed brand platform along with two other awards at The Asian Banker Vietnam Awards 2020.

Our work with MB Bank was awarded gold at the 2020 Transform Awards Asia for “Best Brand Development Project to Reflect a Change of Mission/Values/Positioning”.

“We are delighted to have a trusted strategic partner in Prophet and they have played a crucial role in our very important transformation journey as we evolve towards becoming a digital-first bank.”

Mr. Thai
CEO, MB Bank

Impact

48.8%

increase in revenue in 2021

23.4%

increase in ROE in 2021

8.3m

newly acquired customers in 2021 and 2022

CASE STUDY

Marriott

Creating a unique story and identity for Man Ho

Challenge

Marriott was looking to drive the reputation and revenue of Man Ho, its signature Cantonese restaurant in JW Marriott and Marriott hotels throughout Mainland China and Hong Kong. The restaurant needed a signature look and feel to help differentiate itself from other popular hotel restaurants. Prophet was tasked with creating a unique brand story and a refreshed visual identity to articulate Man Ho’s unique proposition.

Solutions

Prophet started by conducting interviews with the head chef and other key stakeholders to identify unique traits that aligned with Man Ho’s aspirations. Through an iterative approach, we developed a new brand positioning and story for Man Ho that was inspired by the idea of taking diners on a culinary journey through time, with Cantonese dishes that have been cultivated and refined from one generation to another.

The positioning was brought to life through a refreshed logo and identity system which juxtaposes tradition with contemporary color combinations. The bird-and-key logo represents the ancient carrier bird that transported messages and ideas from one person to another to symbolize the journey that the recipes have been on.  This is a strong symbol, representing how Man Ho unlocks the secret behind the ingredients that elevate Cantonese cuisine.

Prophet also art-directed professional photoshoots with real-life chefs at Man Ho to curate a set of photography that tells the stories behind Man Ho’s food. Visual applications and brand guidelines were also developed to ensure consistent execution of the brand identity.

Results

The new Man Ho brand positioning and visual identity is in the process of being implemented in properties across Mainland China and Hong Kong.

Our work with Marriott’s Man Ho was awarded bronze at Transform Awards Asia-Pacific 2019.

CASE STUDY

Poly

Creating the “We’re a go” digital campaign

Challenge

When the words “One small step for man, one giant leap for mankind” were uttered, they were heard by millions of Americans through Plantronics audio.  To celebrate its part in Apollo 11’s spaceflight on the 50th Anniversary of this momentous event, Poly asked Prophet to create a campaign that would connect their past to the present, and the Poly and Plantronics brands together.

Solution

Working as an integrated team, Prophet crafted three campaign concepts before selecting one to build into a multi-channel campaign. Executions included a microsite, paid and organic social media posts including video, display advertising and materials for a gala event and launch at the NYSE.

Results

The campaign far exceeded the goals established by Poly – with more than double the number of social engagements and over five times the number of views on the microsite. Together we built a powerful, engaging campaign that shared Poly’s unique story and relentless relevance 50 years later.

In Nov. 2019, the Prophet team won two North America Transform Awards for their work with Poly.

  • SILVER award for ‘Best corporate rebrand following a merger or acquisition’
  • BRONZE award for ‘Best visual identity from the technology, media and telecommunications sector’

Five Wins at the North America Transform Awards

CASE STUDY

Samsung

Fusing insights & design to supercharge sales

Challenge

Innovation has always been the core driving force at Samsung – ensuring the brand not only keeps its spot as the market leader in technology and sales but also continues to push boundaries as a visionary pioneer of IoT, AI and 5G powered products and ecosystems.

Samsung’s annual EU Forum, its flagship event in the region, brings retail partners together to showcase its newest smart products and thought leadership. Each year, Prophet develops the strategic direction and supporting material for this high-profile event. In particular, the Prophet team was tasked to highlight the strides Samsung had made over the past year, better understanding what convinces or stops real people from getting on board with smart technology and showing how Samsung’s superior connected products cater to these needs to make life that little bit simpler.

Solutions

Prophet developed the storyline for the three-day event around the theme ‘Reinvent Convention.’ As well as developing the agenda and session content, Prophet fused insights and creativity to create and design a highly visual, 80-page print and digital magazine filled with Samsung’s valuable thought leadership. The magazine included cutting-edge trends, real consumer stories documenting how people actually live with their tech day-to-day and expert interviews on the future of technology.

Merging the impactful with the playful, bold magazine design was reflective of breaking boundaries, challenging conventions and re-inventing for the better.

Results

As the tech industry gets even more crowded it’s important for Samsung to consistently demonstrate leadership in the space. Enhancing Samsung’s reputation, the magazine has become a key asset for the business that not only inspires the uptake of innovative, user-centric Samsung products and services from retailers but also improves business processes by continuing to work as an effective tool to engage decision-makers and guide sales conversations.

Having now driven the 2016, 2017, 2018 and 2019 editions, the impact and reach of the thought leadership continues to grow. Beyond the EU Forums and other European events throughout the year, the magazine is also used extensively within the organization to educate and inspire Samsung employees.

CASE STUDY

Suning International

Creating an immersive social commerce experience

Challenge

Best known for their mass-market electronics stores, Suning’s brand was limited in terms of its perception and stretch. They saw an opportunity with their Suning International group to create a new innovative brand that would not only be attractive for their new customer but also help to elevate perceptions of the group itself as being more pioneering and innovative.

The company approached Prophet to define a clear brand philosophy and retail experience concept for Suning International’s O2O offering. The concept would be launched as a pop-up exhibit for Salon del Mobile Milano Exhibition in Shanghai, debuting the upcoming store concept.

Solutions

Prophet worked closely with Suning International to help develop an innovative experience and optimize its brand strategy towards the global market. We created a philosophy around a global community of curators, who believe that life should be culturally enriching, openly inspiring and actively shared. The exhibition design brought this idea to life as ‘Issue:01 – Found goods from Italy’, a lenticular hallway of inspirational products, curated video and multi-sensorial experiences, which documented a day in the life of two global citizens and their daily experiences in Italy.

“We’re responding to a new generation of consumers who love to discover and experience new things and share their finds with others. With the rise in global travel and access to more products and experiences than ever before from around the world, we want to create a brand and platform that empowers this global community of curators. We are bringing together select items of substance, from around the world, that will bring small moments of joy to everyday life,” said Young Kim, partner and executive creative director at Prophet.

Results

Within the exhibit, visitors could collect and share their own personal online journal of products and stories through a WeChat mini program that showcased the seamless O2O journey that Suning International offers.

The Suning International concept debuted in November 2018 in Shanghai, generating significant media interest and visited by over 22,000.

Our work with Suning International was awarded bronze for ‘best brand experience’ at Transform Awards Asia-Pacific 2019.

CASE STUDY

COLMO

Designing a simply extraordinary brand of smart home appliances

Challenge

Midea Group approached Prophet to create a new premium home appliance brand for an upcoming range of smart, connected kitchen products. Planned as a standalone brand, the opportunity was open to create a new name, strategy, story and visual look and feel.

Solutions

Prophet defined the essence of the brand as ‘Simply Extraordinary,’ a big idea that captured the philosophy of highly crafted products that are effortlessly simple in delivering an extraordinary user experience.

With this idea in mind, Prophet created the name ‘COLMO’, derived from the Italian for ‘summit’ or ‘crown’ to highlight the ambitions and quality of the brand and to add some international, European flavor.

The visual identity is also born from this idea, with an abstract crown symbol and elegant matching wordmark. Color is used sparingly to create a modern, sophisticated look with contemporary iconography and typography to support product descriptions and features.

Results

COLMO was unveiled in October 2018 on Mont Blanc and launched its first range of beautifully designed, award-winning products in December. It was launched at AWE 2019 (Appliance and Electronics World Expo) in Shanghai, showcasing a full new range of 13 Kitchen appliances.

Our work with COLMO won four awards at Transform Awards Asia-Pacific 2019, including Gold for ‘best visual identity’, Silver for ‘best strategic or creative development of a new brand’, Bronze for ‘best naming strategy’, and a Highly Commended award for ‘best creative strategy’.

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