Bangkok Riverside Marketing Partnership, a group of eight hotels on the Chao Phraya (including The Peninsula, Mandarin Oriental) was formed to promote the hotels to the MICE industry. The group was advised by David Robinson (a former Development Director at Quo Global) to broaden their marketing, and to promote Bangkok River as a destination for leisure and tourism. In January 2015 work began on creating a brand and building an online presence in order to attract more partners and establish a yearly calendar of events. “I needed to work with a design team with international commercial and consumer experience. I needed to position the brand as a premium yet accessible destination for Bangkokians and international business and leisure travelers alike. Mandala Studio ticked all the boxes.” (David Robinson — Managing Partner, Bangkok River).
As a new initiative, Bangkok River needed an identity that was contemporary and distinct, whilst also inclusive and attractive to the public and private sectors. It also needed to represent the rich cultural history, and transcend style to remain relevant over time. Step one was to create the brand, design its visual identity and set its tone of voice. David brought together a small team of specialists, including Mandala Studio. "The combination of specialists: strategist, print and digital designers proved to be a winning formula. We worked together seamlessly, each bringing to the project local understanding and international experience" (David Robinson).
By being involved in the brand strategy, we were able to do research and provide insight ahead of the design phase. Our design strategy was to visually relate intricate, detailed shapes evoking Thai characters with the shapes of the movement of water to form the typelogo. Shades of blue were a natural choice of colour. The logo was designed to be striking enough to live among the eight hotel logos. "It was a stimulating, professional and enjoyable process from start to finish. The presentations were clear, logical and inspiring. There were no egos and a genuine spirit of collaboration and ownership which meant we could settle on the brand and visual identity very quickly" (David Robinson).
"The Partners embraced the new design at first sight. The brand strategy and visual identity elevated the positioning of Bangkok River and comfortably accommodated each of their brands – from upper-luxury to economy. It’s not unusual when presenting my business card for people to spontaneously and enthusiastically compliment the Bangkok River logo. It has been very well received by the media and travel industry.” (David Robinson).