A GLOBAL BRANDING AGENCY
PARIS LONDON NEW YORK DUBAI HONG KONG MIAMI
ELEGANCE IS OUR JOURNEY
CHARLEY SIGNATURE is a GLOBAL LUXURY BRANDING AGENCY that TRANSFORMS STRATEGY into STORY and IDENTITY into PRESENCE.
ELEGANCE IS OUR JOURNEY
A LEGACY of PRESTIGE WORLDWIDE
Our expertise is trusted by the world’s most prestigious names. Each collaboration is a testament to our dedication to elegance, craftsmanship, and storytelling, shaping brands that define luxury across the globe.
ELEGANCE IS OUR JOURNEY
A GLOBAL BRANDING AGENCY
Our Elegance is our way, our journey. Shaped by craftsmanship, communication, and interaction. It is the meticulous artistry found in the finest details, the harmony between creation and expression. True elegance is woven through the mastery of artisans, the precision of design, and the poetry of form.
ELEGANCE IS OUR JOURNEY
SHAPING GLOBAL LEGACIES
From London to Dubai, New York to Singapore, we build identities that transcend geography and culture. Each brand we create carries the essence of global sophistication: crafted with precision, inspired by heritage, and elevated through design that knows no borders.
ELEGANCE IS OUR JOURNEY
WHEREVER LUXURY LIVES, WE ARE NEAR
Elegance moves across continents, carried by those who appreciate the rare and the refined. From the opulence of Dubai to the grandeur of Paris, the timeless allure of London to the quiet vibrance of New York and Miami, our presence follows where beauty is sought and meaning is desired. Charley SIGNATURE is not defined by geography but by a global sensibility. With studios in key cities around the world, we remain close to the pulse of luxury, attuned to the nuances that inspire The One Percent and the brands they trust. Wherever your vision lives, we craft stories that unite poetry with precision and transform distinction into timeless presence.
EVERY ELEGANT STORY BEGINS WITH A CONVERSATION.
ELEGANCE IS OUR JOURNEY
BRANDING
OUR BRAND DEVELOPMENT PROCESS
ELEGANCE IS OUR JOURNEY
THE ESSENCE OF CREATION We approach each project as an artistic composition where emotion, intention, and identity converge to create something enduring. Like poetry, a brand lives between the lines, its message revealed through nuance, its strength expressed with grace. For [Project Name], we envision a branding experience that feels both visually distinguished and emotionally resonant. True elegance invites presence through refined thought, precise execution, and the quiet assurance of a brand that understands its place in the world. BRANDING STRATEGY THE ELEGANCE OF IDENTITY A brand is more than what it is called; it is how it is remembered. It is presence, experience, and signature. We shape brand identities with intention and artistry, building narratives that are timeless and deeply personal.
THE CRAFT of ELEGANCE in BRANDING
For The Peninsula Hotels, we envision a branding experience that feels timeless and composed, one that reflects the brand’s legacy while remaining relevant to the present. True elegance is found in precision, continuity, and the quiet confidence of a brand that knows who it is, where it comes from, and how it endures.
ELEGANCE IS OUR JOURNEY
OUR PROCESS THE FOUNDATION OF BRAND EXPRESSION Our brand process follows a structured, end-to-end methodology designed to support clarity, consistency, and long-term stewardship at a group level. We begin by assessing the market landscape, competitive environment, and Peninsula’s broader brand context to identify opportunities for meaningful distinction while respecting established brand codes. These insights inform a clear positioning and narrative framework, which is then translated into brand architecture, guest experience principles, and a defined brand signature.
THE CRAFT of ELEGANCE in BRANDING
Each phase is deliberately sequenced to ensure alignment across strategic, experiential, and visual touchpoints, enabling cohesive brand expression and effective implementation across properties, regions, and future developments.
ELEGANCE IS OUR JOURNEY
Every enduring brand begins with a clear foundation, shaped by purpose, discipline, and a deep respect for legacy. For The Peninsula Hotels, this brand framework serves as both direction and reference, guiding strategic decisions and creative expression with consistency and intent. It defines how the brand is experienced, recognised, and remembered, ensuring a seamless journey grounded in coherence, refinement, and precision. Each layer contributes to a brand world that is considered, authentic, and designed to endure across generations.
1
234567 8910
THE ESSENCE of BRAND CRAFTSMANSHIP
Competitive Analysis / Market Survey
Hotel Positioning / Competitive Strategy
Research / The Story / Narrative
Brand Architecture
Experience & Guest Journey Pull-Through
The Mark
Brand Identity & Visual Vocabulary
Research and review of existing market and critical analysis to help understand where the ‘white space’ is for Peninsula
Strategic insights to define what differentiates your hotel from the competition
Stories of your hotel, it’s location, culture history or notable individuals that act as inspiration to inform your brand architecture
How you will define your brand: – Brand Promise – Brand Personality – Brand Pillars – Brand Attributes – Positioning Statement
Tangible examples of how your brand will be felt at each point of the guest journey
A signature moment within the guest experience
How you will represent your brand graphically across your logo, naming, signage, graphic icon, artwork, and visual devices
BRAND VISION
BRAND CONCEPT
360° GUEST JOURNEY / EXPERIENCE
ELEGANCE IS OUR JOURNEY
OUR PROCESS THE FOUNDATION OF BRAND EXPRESSION Step-by-step process
1. Competitive Analysis / Market Survey
We gain a clear understanding of the market landscape, guest expectations, and competitive environment to identify meaningful opportunities for distinction.
THE CRAFT of ELEGANCE in BRANDING
2. Hotel Positioning / Competitive Strategy
We define a compelling and differentiated positioning that clearly expresses the hotel’s strengths, audience, and strategic advantage.
3. Research / The Story / Narrative
We reveal the authentic stories rooted in place, culture, and vision, shaping a narrative that feels genuine, relevant, and inspiring.
4. Brand Architecture
We build a strong and coherent brand structure that aligns purpose, personality, and positioning into a clear strategic framework.
5. Experience & Guest Journey Pull-Through
We translate the brand into seamless and memorable guest experiences across every touchpoint of the journey.
ELEGANCE IS OUR JOURNEY
OUR PROCESS THE FOUNDATION OF BRAND EXPRESSION Step-by-step process
6. The Mark
We create a distinctive brand signature that leaves a lasting impression and becomes naturally associated with the guest experience.
THE CRAFT of ELEGANCE in BRANDING
7. Brand Identity & Visual Vocabulary
We express the brand through a refined and cohesive visual language that elevates recognition and consistency.
8. Branding Agency Scope of Works
We define a clear and efficient scope, ensuring alignment on deliverables, timelines, and collaboration throughout the process.
9. Brand Identity Collateral
We develop elegant and practical brand assets that support consistent expression across all communications.
10. Brand Expression & Photography
We shape a distinctive visual expression through photography and content direction that captures the brand’s spirit and
ELEGANCE IS OUR JOURNEY
Every enduring brand begins with a clear vision, rooted in heritage, purpose, and a precise understanding of how it is experienced. For The Peninsula Hotels, this framework defines the journey from intent to expression, from identity to experience. It provides a disciplined foundation upon which a cohesive brand world is built, ensuring connection through consistency, refinement, and intuitive recognition across properties and generations.
BRAND VISION
B RAND PERSONALITY
B RAND P ROM I S E
B RAND P I L L AR S
B RAND ATTRIBUTES
B RAND POSITIONING
THE ARCHITECTURE of OUR BRAND VISION
BRAND CONCEPT
360° GUEST JOURNEY / EXPERIENCE
DESIGN NARRATIVE
SERVICE APPROACH
A SIGNATURE MOMENT WITHIN THE GUEST EXPERIENCE THE SIGNATURE
PROGRAMMING
COMMUNICATIONS
ELEGANCE IS OUR JOURNEY
AN INTIMATE DIALOGUE with THE ONE PERCENT
MARKET INTELLIGENCE & UHNW INSIGHTS WWW.ONEPERCENT.LUXURY
Charley SIGNATURE’s work is informed by a combination of established market research and direct access to ultra- high-net-worth audiences. We draw on leading third-party luxury and hospitality reports, alongside insights from The One Percent (www.onepercent.luxury), a private editorial and cultural intelligence platform owned and operated by Charley SIGNATURE, with a global UHNW readership of approximately 40,000 individuals. This proprietary access enables us to stay closely aligned with evolving UHNW expectations in travel, service, and brand experience, ensuring strategic decisions are grounded in relevance, discretion, and long-term value.
BECAUSE IN A WORLD THAT MOVES FAST, THEY SEEK WHAT MOVES THEM.
ELEGANCE IS OUR JOURNEY
PROJECT EXECUTION & TIMELINES Charley SIGNATURE demonstrates a deep understanding of hospitality brand governance, approval structures, and the operational realities of working within global hotel groups. Our teams are experienced in navigating multi-layered decision-making processes, ensuring that strategic intent is preserved while meeting brand, legal, and operational requirements. For more comprehensive brand strategy engagements, our work extends across positioning, narrative development, brand architecture, and experiential alignment. These initiatives are documented in detailed strategic frameworks, often exceeding 100 pages, and typically unfold over six to seven months. This timeline allows for in-depth research, internal alignment, stakeholder consultation, and phased approvals, ensuring a robust and future-ready outcome.
THE CRAFT of ELEGANCE in BRANDING
ELEGANCE IS OUR JOURNEY
CLIENT ENGAGEMENT MODELS Charley SIGNATURE works across a range of engagement models to accommodate different organisational needs and project scopes. We support project-based engagements focused on defined objectives such as brand strategy, identity development, or launch initiatives. In parallel, we offer retainer-based partnerships , providing ongoing access to our creative and strategic teams.
THE CRAFT of ELEGANCE in BRANDING
Retainer support enables continuity across brand touchpoints and includes: – Ongoing graphic and brand design – Campaign and seasonal execution – Tactical brand support aligned with operational and marketing needs
This flexible approach allows clients to scale support as required while maintaining consistency, responsiveness, and long- term brand integrity.
ELEGANCE IS OUR JOURNEY
SOPHIE - BRAND STRATEGIST Sophie is a Brand Strategist specialising in luxury, hospitality, and experience-led brands. She focuses on defining brand positioning and narrative frameworks that bring clarity, consistency, and long-term relevance. Her work translates research and insight into structured, actionable strategies aligned with guest experience and brand governance. AGYNESS Agyness Wu is a multidisciplinary designer born and raised in Hong Kong, and a graduate of the School of Design at The Hong Kong Polytechnic University (PolyU). With over seven years of experience across luxury fashion, hospitality, and brand design, she has worked on projects spanning Hong Kong, the GCC, and the United States. Agyness brings a cross-cultural perspective, strategic design thinking, and a refined visual sensibility, translating brand narratives into clear and enduring visual expressions.
CHARLEY - FOUNDER Brands often focus on being perceived as luxury, refining the final product and adding splendor. But true luxury is not just the result; it is the experience that leads you there. Elegance lies in the guest journey, where each step is thoughtfully crafted to make you feel seen, valued, and special. That, to me, is elegance the feeling you experience at every step, transforming each moment into something memorable on the path to luxury MARINA - CREATIVE DIRECTOR Elegance is the art of balance… it’s sophistication and class with simplicity and minimalism. Elegance is that ‘it factor’ that makes you look back twice, leaving a lasting impression. You’re left thinking, ‘How can something so simple be so loud and unforgettable?’ It’s simplicity without emptiness. Elegance is simply perfection mastered SHIRISH - SENIOR ART DIRECTOR In my world of design, minimalism and aesthetics go hand in hand. Elegance emerges when every detail breathes harmony and clarity, aligning seamlessly with an invisible grid
THE CRAFT of ELEGANCE in BRANDING
ELEGANCE IS OUR JOURNEY
PORTFOLIO
A SIGNATURE OF CREATIVE EXPRESSION
A WORLD OF ELEGANCE, WRITTEN WITH POETRY.
ELEGANCE IS OUR JOURNEY
C L I E N T ARMANI HOTEL DUBAI
S E R V I C E S
Campaign Strategy | Creative Direction | Advertising | Brochures | Seasonal Campaigns (Christmas and Valentine’s Day)
Armani Hotel is a global symbol of haute couture hospitality, blending Italian design with refined experiences to redefine modern luxury through elegance, intention, and timeless style.
A GLOBAL BRANDING AGENCY
BRINGING THE ARMANI AESTHETIC to LIFE THROUGH STORYTELLING and SEASONAL CAMPAIGNS For Armani Hotel, we created a series of integrated campaigns and creative materials that embody the brand’s refined ethos of “Stay with Armani.” From global brochures and elegant print ads to immersive Christmas and Valentine’s Day campaigns, every element balanced minimalist design with editorial clarity. The Suite Getaway campaign merged emotional storytelling with elevated visuals, transforming exclusive offers into aspirational experiences. Every creative touchpoint echoed Armani’s world of tailored sophistication and understated luxury.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T BURJ AL ARAB
S E R V I C E S
Campaign Strategy | Creative Direction | Seasonal Campaigns | Advertising | Concierge Magazine
Burj Al Arab Jumeirah is one of the world’s most iconic luxury destinations, defining opulence, service, and architectural splendor with a guest experience unlike any other.
A GLOBAL BRANDING AGENCY
WHERE EVERY STAY BECOMES A LEGEND DESIGNING CAMPAIGNS THAT CELEBRATE the ART of the EXTRAORDINARY
For Burj Al Arab Jumeirah, we led the campaign strategy and creative development across seasonal moments, advertising, and editorial touchpoints. Summer escapes and festive campaigns were brought to life with immersive visuals, tailored messaging, and elevated offers, all designed to captivate the world’s most discerning travelers. Through targeted advertising, we portrayed indulgent wellness, iconic dining, and signature suites as more than luxuries—they became aspirational experiences. For the Concierge Magazine, we shaped an editorial journey of curated discoveries, from cultural trails to exclusive excursions. Every piece was crafted to embody the spirit of Burj Al Arab, where every experience feels rare, every detail refined, and every memory timeless.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T THE ST. REGIS MALDIVES VOMMULI
S E R V I C E S
Campaign Strategy | Creative Direction | Global Campaigns | Brand Positioning | UHNWI Engagement
The St. Regis Maldives Vommuli is an emblem of refined island living, where avant-garde architecture meets untouched natural beauty and discreet, modern luxury.
A GLOBAL BRANDING AGENCY
A GLOBAL ICON of ISLAND INDULGENCE, CRAFTING CAMPAIGNS that RESONATE
with the WORLD’S MOST REFINED TRAVELERS
For over seven years, we have led the creative direction for The St. Regis Maldives, positioning the resort as a premier sanctuary for global ultra-high-net-worth individuals. From brand brochures and seasonal campaigns to digital advertising and art direction, each initiative reflects the resort’s architectural brilliance and serene tropical setting. Our work spans wellness narratives for the Iridium Spa, curated culinary storytelling, and elevated family experiences—each designed to inspire emotional connection and aspirational desire. Through a consistent and considered visual language, we continue to evolve the resort’s legacy as a destination of timeless indulgence, attracting the next generation of sophisticated international guests.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T BVLGARI YACHT CLUB DUBAI
S E R V I C E S
Campaign Strategy | Creative Direction | Yacht Club Storytelling
Bvlgari Yacht Club Dubai embodies contemporary Italian luxury through a nautical lens — blending timeless elegance, cinematic design, and the spirit of life on the water to celebrate a new era of modern yachting.
A GLOBAL BRANDING AGENCY
TRANSFORMING SIGNATURE MOMENTS into ICONS of ITALIAN REFINEMENT For Bvlgari Hotels, we created storytelling-driven campaigns that elevated hospitality into a lifestyle of elegance and celebration. The festive work brought the season to life through bespoke dining, gala moments, and immersive experiences. At the Yacht Club, we captured Mediterranean sophistication through narrative-led visuals and exclusive leisure. The Cake Collection turned artisanal desserts into icons of indulgence and design. Every creative expression reflected Bvlgari’s distinct blend of glamour, heritage, and contemporary allure— inviting guests into a world where every detail is designed to enchant.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T THE LANA,
DORCHESTER COLLECTION
S E R V I C E S
Campaign Strategy | Creative Direction | Ultra High Net Worth Engagement | Branding Touchpoints
The Lana by Dorchester Collection is a new icon of contemporary elegance, redefining ultra-luxury living through bold design, cultural depth, and an unwavering commitment to discretion and excellence.
A GLOBAL BRANDING AGENCY
WHERE DISCRETION MEETS DESIGN, SHAPING the GLOBAL IDENTITY of a NEW DORCHESTER LANDMARK We were entrusted with the full creative direction for The Lana, Dorchester Collection, crafting a brand world that speaks directly to an audience of global ultra-high-net-worth individuals. From collectible booklets and bespoke print materials to branded experiences and campaign assets, each touchpoint was designed to reflect quiet power, cultural fluency, and contemporary refinement. Through editorial storytelling, elevated imagery, and a deep sense of narrative purpose, our work contributes to positioning The Lana as a modern sanctuary for those who seek rare experiences and meaningful design. The result is not just a brand—it is an atmosphere of rarefied taste and timeless elegance.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T ITHAAFUSHI
S E R V I C E S
Naming | Brand Strategy | Identity | Visual World | Digital Experience
The most exclusive destination in the Maldives, this ultra-luxury sanctuary offers rare privacy, poetic elegance, and immersive indulgence for the world’s most discerning travelers. It is a place where serenity, beauty, and bespoke experiences define every moment of the journey.
A GLOBAL BRANDING AGENCY
#C09C7F
#C09C7F
#59595C
TYPEFACE
CINZEL
TYPEFACE
LATO
STYLE
REGULAR
STYLE
REGULAR
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
A GLOBAL BRANDING AGENCY
DESIGNING A BRAND UNIVERSE for the WORLD’S MOST EXCLUSIVE PRIVATE ISLAND For Ithaafushi, the Maldives’ most exclusive private island under Waldorf Astoria, we conceived the name, brand strategy, and full identity to reflect a sanctuary of rare beauty and serene indulgence. Drawing from the Dhivehi word for “Pearl Island,” the name set a poetic foundation for a brand rooted in quiet confidence and discovery. We defined its essence as a “living pearl,” expressing timeless artistry across every brand touchpoint. Typography was designed to flow like ocean waves, and the color palette captured the soft radiance of sea, sand, and sky. From verbal identity to digital design, each detail was crafted to guide guests through an immersive world of privacy, elegance, and natural wonder. The result is a brand experience that feels both elevated and intimate, offering a seamless invitation into a world where every element whispers luxury in its most graceful form.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T FOUR SEASONS DUBAI
S E R V I C E S
Brand Strategy | Branding Touchpoints | Brand Collaterals
Set on Jumeirah Beach, Four Seasons Dubai is a sanctuary of serene opulence where natural beauty meets refined design. It offers an immersive world for guests who seek elegance, tranquility, and thoughtful experiences crafted with timeless artistry and modern restraint.
A GLOBAL BRANDING AGENCY
#CFD9E5
#364761
#F2EBC2
#9EB08F
TYPEFACE
SAOL
TYPEFACE
AKTIV GROTESK EXTENDED
STYLE
DISPLAY
STYLE
REGULAR
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
A GLOBAL BRANDING AGENCY
THE ART of STILLNESS in MOTION, A BRAND LANGUAGE SHAPED by WATER, LANDSCAPE, and LIGHT. Four Seasons Dubai at Jumeirah Beach blends natural elegance with architectural modernity, and the branding reflects this convergence with quiet power. The identity system was shaped around the idea of refined abstraction transforming elements of nature into poetic design. Touchpoints and collaterals feature delicate water-ink illustrations and patterns inspired by water, trees, and distant mountains, evoking a sense of movement, serenity, and depth. The color palette is composed of soft neutrals and glistening golds, echoing the warmth and luminosity of Dubai. Typography strikes a careful balance between expressive detail and structured clarity, combining elegance with restraint. Every brand moment was crafted to invite calm, intimacy, and elevated emotion. This is not simply branding for a hotel, but the visual expression of a place where luxury is felt, not announced—where every element flows with intention.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T THE 13
S E R V I C E S
Branding Strategy | Brand Identity | Branding Touchpoints
Located in Macau, The 13 is one of the world’s most extravagant hotel creations. It is a vision of bespoke luxury shaped by haute couture, rare art, and immersive design, where every experience is curated for wonder, drama, and distinction.
A GLOBAL BRANDING AGENCY
STEPHEN RED
ROYAL GOLD
ROYAL WHITE
ALTERNATIVE GOLD FOR PRINTED TEXT
ROYAL BLACK
THE ROYAL FABRIC
PANTONE® RED 199C C15 M100 Y100K0 R255 G0 B24
PANTONE® 14-15C C0 M28 Y77 K29 R189 G144 B64
PANTONE® BLACK C (%95) C0 M0 Y0 K%95( 100) R0 G0 B%95( 0)
Aa TYPEFACE STYLE REGULAR
TYPEFACE
JOSEFIN SANS
BICKHAM SCRIPT PRO 3
STYLE
LIGHT
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
A GLOBAL BRANDING AGENCY
MORE THAN A HOTEL, A STATEMENT that BUILDS THE BRAND of a LANDMARK WHERE DESIGN and DECADENCE COLLIDE The 13 is one of the world’s most luxurious hospitality destinations, offering a world of bespoke living, haute couture, rare art, and Michelin-starred experiences in the heart of Macau. In close collaboration with Stephen Hung, we developed the full brand strategy and crafted an identity rooted in opulence, artistry, and vision. The visual language features a bold palette of Stephen Red, Royal Gold, and Royal Black, radiating drama and distinction. Typography, combining Josefin Sans and Bickham Script, evokes elegance, confidence, and refinement. From corporate stationery to digital platforms, every touchpoint was designed to reflect a world of indulgence and craft. Every detail, from textures to finishes, expresses The 13’s ambition to astonish, captivate, and endure as an icon of unapologetic luxury.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T THE EHVANA BY ONE&ONLY REETHI RAH
S E R V I C E S
Brand Strategy | Brand Identity | Guest Journey | Verbal Identity | Branding Touchpoints
The Ehvana is an invitation-only guest program created for the most loyal and affluent guests of One&Only Reethi Rah, Maldives. It offers a world of refined care and emotional connection, where luxury is defined by anticipation, meaning, and deeply personal moments.
A GLOBAL BRANDING AGENCY
TYPEFACE
DIDOT
#DBD8D4
SILVER FOIL
STYLE
REGULAR
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
#FFFFFF
9#D9D9C
TYPEFACE
GOTHAM
STYLE
BOOK
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
A GLOBAL BRANDING AGENCY
LOYALTY REIMAGINED AS PERSONAL LUXURY where ANTICIPATION, CARE, and MEANING CONVERGE. The Ehvana is a private guest program at One&Only Reethi Rah, designed exclusively for the resort’s 50 most loyal and affluent guests. We developed the complete brand strategy and identity to reflect grace, precision, and deep personalization. The visual language features a palette of stone, white, grey, and silver, supported by refined typography and tactile materials. Art direction emphasizes stillness, warmth, and quiet confidence, from welcome gifts to printed collaterals. The verbal identity is centered on heartfelt hospitality, using language that is warm, sincere, and effortlessly elegant. Every touchpoint is crafted to feel personal and intentional. The Ehvana redefines loyalty not as a transaction, but as a relationship—where every moment is designed to be remembered, cherished, and uniquely yours.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T VIDA HOTELS & RESORTS
S E R V I C E S
Brand Strategy | Naming | Brand Identity | Verbal Identity | Branding Touchpoints
Vida Hotels and Resorts is a lifestyle hospitality brand reimagined for the modern explorer. With properties across global destinations, it offers an inspired blend of creativity, connection, and contemporary luxury, inviting a new generation to live, stay, and express without limits.
A GLOBAL BRANDING AGENCY
BLUE #004D710
TYPEFACE
BODONI 72
Aa STYLE BOOK
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
LIGHT BLUE #AEC1CE
TYPEFACE
AVENIR
STYLE
LIGHT
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
A GLOBAL BRANDING AGENCY
HOSPITALITY AS A FORM of EXPRESSION. TRANSFORMING VIDA into a GLOBAL BRAND OF FREEDOM, DESIGN, AND ENERGY Vida Hotels and Resorts is a global lifestyle hospitality brand reimagined for the modern world. We led its complete transformation, including strategy, naming, visual identity, and brand voice. The identity merges minimalist design with expressive details, using desert tones, deep blues, and soft metallics to reflect both calm and cosmopolitan energy. Typography combines the timeless elegance of Bodoni with the contemporary clarity of Avenir, resulting in a refined yet playful tone. Through a bold new verbal identity, the guest experience was reframed around freedom, creativity, and self- expression. Every hotel, residence, and touchpoint speaks with clarity, confidence, and cultural resonance. Vida is no longer just a stay—it is a lifestyle brand alive with design, movement, and meaning.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T ATLANTIS CASINO BAHAMAS
S E R V I C E S
Brand Strategy | Art Direction | Brand Identity | Branding Touchpoints
Atlantis Casino Bahamas is the iconic gaming destination at the heart of Paradise Island, offering an electrifying blend of high- stakes entertainment, vibrant design, and Bahamian energy in one of the most legendary resort settings in the world.
A GLOBAL BRANDING AGENCY
LADY LUCK #E91E24
CLARITY WHITE #FFFFFF
JET BLACK #000000
TYPEFACE
GARAMOND
TYPEFACE
GOTHAM
STYLE
REGULAR
STYLE
BOOK
Aa
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
A GLOBAL BRANDING AGENCY
A NEW ERA of PLAY SHAPING the VISUAL IDENTITY for ATLANTIS CASINO BAHAMAS
Atlantis Casino Bahamas redefines the thrill of gaming with magnetic energy, bold design, and Bahamian flair. We developed the brand strategy, visual identity, and art direction to position it as “The Place to Play”—a destination of exhilaration, elegance, and connection. The palette blends jet black, lucky red, and pure white with rich accents of teal, gold, and burgundy, creating a world that feels both glamorous and grounded. Typography pairs the timeless sophistication of Garamond with the modern clarity of Gill Sans and Neutraface. Every touchpoint, from gaming floors and VIP lounges to campaign visuals—was shaped to spark emotion, anticipation, and style. Atlantis Casino becomes more than a casino; it is a pulse, a place where luxury meets adrenaline and every detail plays to win.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T FOUR SEASONS KUWAIT SPA
S E R V I C E S
Branding Strategy | Branding Touchpoints | Spa Collaterals
The Spa at Four Seasons Kuwait offers a sanctuary of renewal and calm, blending architectural elegance with a deep sense of well- being. Every detail is designed to soothe the senses through space, light, and a philosophy of understated luxury.
A GLOBAL BRANDING AGENCY
RGB 72 49 64 #483140
TYPEFACE
BUTLER
STYLE
ULTRALIGHT
Aa Aa TYPEFACE GARAMOND STYLE REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
RGB 229 211 198 #E5D3C6
RGB 234 234 234 #EAEAEA
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
GOLD GRADIENT
A GLOBAL BRANDING AGENCY
ARCHITECTURE, LIGHT and THE ART OF WELLNESS SHAPING THE SPA EXPERIENCE THROUGH ELEGANCE and INTENTION For the Spa at Four Seasons Kuwait, we crafted a branding strategy centered on serenity, renewal, and understated luxury. The touchpoints and collaterals draw inspiration from the soft, glowing light and flowing textures of the spa’s architecture. The palette features airy creams and gentle metallics, with abstract lines suggesting the movement of water. Light, refined typography supports a narrative of indulgence and well-being, creating an experience that feels as essential as it is exquisite.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T HOTEL BOULEVARD BY AUTOGRAPH COLLECTION
S E R V I C E S
Brand Strategy | Naming | Brand Identity | Verbal Identity | Guest Journey Experience | Branding Touchpoints | Campaign
Hotel Boulevard is a boutique lifestyle destination for the curious and culturally connected. Rooted in community and creative spirit, it offers an inspiring stay shaped by contemporary design, local artistry, and an atmosphere of discovery and connection.
A GLOBAL BRANDING AGENCY
Aa Aa TYPEFACE SWEET SANS PRO STYLE REGULAR TYPEFACE SWEET SANS PRO STYLE BOLD
SATIN #FFFFFF
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
BLUE #004D71
MOCHA #D4BCAC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
A GLOBAL BRANDING AGENCY
A HOTEL THAT SPEAKS THROUGH ART and ENERGY, REDEFINING THE BOUTIQUE EXPERIENCE in the HEART of the CITY Hotel Boulevard by Autograph Collection redefines boutique hospitality with a brand rooted in culture, community, and creative energy. We led a full brand transformation from strategy and naming to identity and guest experience— designed for a traveler who values inspiration and connection. The visual identity blends deep blues and soft neutrals with layered textures, reflecting urban vibrancy and editorial calm. Typography pairs playful minimalism with quiet elegance, creating a tone that feels both welcoming and refined. From communal art spaces and local design stories to wellness rituals and culinary moments, the guest journey is crafted as a canvas for exploration. Through initiatives like the “Pedal Art Tour,” the brand invites discovery and expression, turning every stay into a story worth sharing.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T THE CAKE BOUTIQUE BY WALDORF ASTORIA
S E R V I C E S
Brand Strategy | Brand Identity | Branding Touchpoints
The Cake Boutique is a luxury patisserie concept that transforms dessert into a sensory experience. Known for its bespoke creations and elegant design, it offers refined moments of celebration, crafted with precision, beauty, and emotion.
A GLOBAL BRANDING AGENCY
PANTONE 7544 C RGB 126 140 157 CMYK 54 39 28 2 HEX 7E8C9D
A a Aa TYPEFACE NOBEL STYLE BOOK TYPEFACE BOLIN GERLI STYLE REGULAR
A a B b C c D d E e F f G g H h I i J j K k L l M m N n O o P p Q q R r S s T t U u V v W w X x Y y Z z
PANTONE 5455 C RGB 188 204 208 CMYK 26 12 14 0 HEX BCCCD0
PANTONE 427 C RGB 204 208 217 CMYK 19 13 9 0 HEX CCD0D9
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
PANTONE 877 C GRADIENT / SILVER FOILING
A GLOBAL BRANDING AGENCY
ELEVATED INDULGENCE in EVERY DETAIL DEFINING A MODERN LUXURY PATISSERIE for WALDORF ASTORIA. A refined patisserie concept that blends culinary artistry with modern design, this boutique offers guests a dessert experience that is as beautiful as it is indulgent. We developed the full brand strategy and visual identity to capture a balance of sophistication and playful elegance. The visual language combines soft neutrals, silver accents, and minimalist typography to evoke calm, confidence, and style. Through considered art direction, we designed packaging, collaterals, and digital assets that elevate every detail—from silver-foiled cake boxes and embossed thank-you cards to sleek delivery bags and social assets. Each touchpoint expresses timeless luxury while celebrating handcrafted precision. More than a patisserie, it is a signature experience that transforms every cake into a moment of beauty, emotion, and celebration.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
C L I E N T KIDS PALACE AT MANDARIN ORIENTAL
S E R V I C E S
Brand Identity | Branding Touchpoints
Kids Palace at Mandarin Oriental Emirates Palace is a vibrant children’s world designed to inspire curiosity and creativity through thoughtful play. With culinary, educational, artistic, and wellness experiences, it brings joyful discovery to every moment of a family’s stay.
A GLOBAL BRANDING AGENCY
#000000
#5274B0
#AB7C7C
#5C8B90
#EBD057
#EBD057
TYPEFACE
SERENIA
TYPEFACE
COMO LIGHT
STYLE
LIGHT
STYLE
Aa
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
A GLOBAL BRANDING AGENCY
A WORLD WHERE PLAY MEETS PURPOSE DESIGNING A CHILDREN’S EXPERIENCE that FEELS IMAGINATIVE, WELCOMING and REFINED We developed the complete brand identity for Kids Palace, blending imagination with refined design to create a space where children feel inspired, welcome, and engaged. The visual language uses a vibrant palette of teal, rose, sunshine yellow, and bright blue, evoking joy and playfulness while echoing the sophistication of the Emirates Palace experience. Typography is soft, expressive, and child-friendly, balancing clarity with creativity. Every brand application, including menus, signage, activity guides, and stationery, was designed to feel warm, thoughtful, and intuitive for both children and their families. The result is a cohesive identity that captures the magic of childhood within a luxury setting, transforming Kids Palace into a destination of wonder, learning, and lasting memories.
A GLOBAL BRANDING AGENCY
A GLOBAL BRANDING AGENCY
UNITED STATES
EUROPE
MIAMI 1680 Washington Avenue Miami Beach, FL 33139 +1 786 862 3000
PARIS 42 Avenue Montaigne 75008 Paris +33 6 51 60 3000
GCC
ASIA
DUBAI, DOHA, SAUDI ARABIA 31st Floor, Anantara Business Tower Business Bay, Dubai +971 4 818 7274
HONG KONG 18 Harbour Road Hong Kong Island Hong Kong +852 9229 5329
webelieve@charleysignature.com
charleysignature.com
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91Made with FlippingBook - PDF hosting