Accor Middle East – Development Newsletter

As one of the largest global hotel operators with a growing portfolio, Curious assisted the Middle East team in creating a newsletter that would support the development team ahead of the UAE’s two most important annual exhibitions – The Arabian Investment Conference and the Arabian Travel Market. The newsletter was created not only to educate prospective investors on Accor and the current situation, both on a regional and global level, but also to introduce three new revolutionary brands sitting within the portfolio. Communicating brand values, features, target market as well as current and future properties, supported by new contemporary imagery, the newsletter proved the perfect platform to introduce the brands to the Middle East market.

VisitScotland – Information Centres

Following a competitive pitch, we were appointed to develop and implement a new creative strategy dubbed ‘Iconic Scotland’ for the Visitor Information Centres, encompassing full creative proposition across 2D and 3D – signage, point of sale, brochures, posters, interiors and furniture developed across an identified set of positions and also produced a set of brand guidelines.

Clyde Gateway

The 2014 Commonwealth Games were the catalyst for the regeneration of Glasgow’s East End. We created an advertising campaign featuring successful local business people talking about the business benefits of locating to this vibrant area of the city, and the state of the art office and industrial premises available for rent, sale or development.

Millennium & Copthorne Hotels

We’ve worked with the Millennium brand teams in Dubai, London and Singapore for a number of years. We’ve researched their brands across the world and indentified gaps in their hotel brand portfolio. We’ve worked closely with the brand team to better define their core hotel brand propositions. We designed and developed their global web site, and have been involved in almost every aspect of marketing with this global hotel group. We are always looking at new core hotel propositions, food and beverage brands, numerous design projects, digital campaigns, hotel collateral and promotional activity and advertising.

Optical Express

We’ve been working with one of the UK’s largest optical retail businesses to reposition them as an advanced eye care provider as this well known High Street brand moves towards more specialist eye surgeries within clinics. We undertook a full review of the client’s marketing and customer contact strategies which led to the development of ‘A World of Advanced Eyecare’ which supports the brand’s repositioning as the UK’s No 1 laser eye surgery provider and leading eyecare specialist. We’ve reinforced this position and individual campaign messages through TV, Radio, Outdoor, Digital, Press, In-store and collateral.

VOCA Contact Centres

Sometimes it’s the smaller projects that prove to be the most fun. Scottish Call Centre brand, Voca were looking for a repositioning of their business. Given they are a people based business, we developed the reposition around, well…people! Illustrations were commissioned and copy lines created to inject energy and fun into the business. We created a new ‘people friendly’ identity as the basis of their brand style which can now be seen across their collateral, digital ads, social media and website. And we also had a hand in creating a fun and dynamic interior environment for their great people to work in.

The Biltmore Hotel, Abu Dhabi

One of America’s most iconic hospitality brands, a place where the Oscars were invented, launched and held for several years. And a backdrop to many a Hollywood movie, Curious reinvented the Biltmore brand for the 21st century identifying it’s core proposition, it’s heritage – playing on its prestige and glamour. This ‘Grand Old Dame’ now has a new ident, position, full design support system, interiors, graphics and digital and is set to be rolled out across major and iconic destinations across the world including London, Dubai and even in the former Soviet stage of Gorgia.


New Balance

New Balance appointed Curious to design, build and manage it’s UK exhibition programme. The new designs first appeared at the London Marathon Expo, leading up to the London Marathon itself. New Balance has a real USP in the running shoe market in that they are produced in half sizes and in varying widths, thereby providing greater comfort. This has been translated visually onto the stand by altering the running track to include lane 3-1/2.

Man Wah

Based in Shenzen, China, Man Wah are the world’s largest manufacturer of motion furniture. We’ve worked with them over the years on a wide variety of projects including international furniture exhibition design, retail and product brands, digital projects, advertising, design collateral…we’ve even managed the odd product launch or two.