LGD Com

LGD Brings ME to Life With New Website Branding

Posted by: LGD Communications on June 21, 2012

A Brand New ME

From the start, the brand advertising of ME by Meliá, an international chain of boutique hotels and resorts, has hinged on the expression of what we call the ‘Aura’. Defined as ‘the place where the energy of ME meets the energy of You’, the Aura is a metaphor for the essence of the guest experience at ME.

Now, just in time for the upcoming debut of ME: London, LGD has turned the ME brand into a more visual experience, bringing the ‘Aura’ to life on the new ME by Meliá website.

Giving users an experience like never before, (call it a brand coming to life) we employed the latest technology (provided by HTML5) and matched the brand experience to deliver a design and concept that would truly exemplify the ME brand experience.

It’s one thing to see the Aura, but it’s another thing entirely to experience the Aura.

The ME by Meliá website comes to life in the latest evolution of the brand

See more of our branding and concepts for ME By Melia

Brand. New. Ideas.™

Posted by LGD Communications

LGD Com

LGD Publishing

Brand Advertising: ME by You

Posted by: LGD Communications on October 24, 2011

Putting ME in Context. Sin Text

The “Evolution” campaign for ME Hotels & Resorts is the third incarnation of the brand advertising. It is perhaps mildly interesting (if you’re having a real slow day) how certain elements of the brand have grown more prominent in the messaging while others have morphed or even, in the case of the copy, disappeared entirely.

We attribute this to the fact that, once a thing actually exists (as the ME brand now does, but didn’t back then), you don’t need to try so hard to describe it. You can just show it. The launch campaign for ME featured a backdrop of words (called ‘the wallpaper’) wafting through the background of the image. It was a way of conveying the intended essence of the brand when the brand did not yet actually exist beyond intention. That’s what brand management for your corporate identity is all about.