Strategic Hotels & Resorts

Strategic Hotels & Resorts

What if luxury were the strategy?

A luxury hotel is a study in purposeful chaos: a swarm of people focused on unexpected demands. Everyone has a role and a skill. Like bees in a hive focused exclusively on the exquisite comfort of one guest. Like a queen bee.

Samata created the identity for Strategic Hotels & Resorts using a historic story and an abstract symbol of a bee. The identity conveys the strategy of the REIT as an upscale premium hotel group, and a symbol of industry, elegance, royalty and a sense of purpose.