Sense of Place

Personal journeys for guests

When New World Hospitality acquired ultra-luxury Rosewood Hotels & Resorts for US$230 million in 2011, Yang Rutherford were tasked with communicating their much refreshed 'Sense of Place' brand positioning. With 19 distinctly different properties - located as far apart as Beijing, New York, the Caribbean and the Middle East - Rosewood can be found in some of the world's most prime spots. But more than this, Rosewood is about personal journeys and discoveries for guests. Shaped by nature, local culture and culinary traditions, each of their journeys is an exquisite experience in impeccable service and comfort. We produced a five-minute film to bring these qualities to life and designed an elegant brand book to communicate Rosewood's key points of difference and unique values.