Strengthening TUI BLUE’s brand expression
Discover how Scrolleri helped TUI BLUE to scale without diluting its unique identity, by refining and elevating the presentation of their brand expression.
To ensure consistent yet flexible storytelling, TUI BLUE partnered with Scrolleri to refine and systematize their brand expression, using a structured, digital-first approach. Through a comprehensive portal transformation, enhanced template system, and tailored technical solutions, Scrolleri empowered TUI BLUE to scale without diluting its unique identity.
Industry
Hotels & Resorts
Services
Need help transforming your brand guidelines?
Problem
As TUI BLUE, the flagship leisure hotel brand of the TUI Group, rapidly expanded, maintaining a cohesive and elevated brand expression across diverse markets became a major challenge. The brand's growth led to several issues that hindered a unified brand presence. First, inconsistent brand execution across various regions resulted in a diluted visual identity and messaging, which undermined the brand's impact. Secondly, there was a lack of centralized creative resources, meaning that teams lacked a unified, easily accessible space where they could find and apply consistent brand guidelines. Lastly, the brand faced difficulties scaling across diverse markets while retaining its core identity. Balancing the need for flexibility in adapting to local tastes and evolving hospitality trends, while staying true to the brand's essence, was a significant hurdle.
Solution
To address these challenges, TUI BLUE partnered with Scrolleri to refine and systematize its brand expression using a structured, digital-first approach. Scrolleri's solution was designed to create a cohesive brand experience that would scale globally while retaining the flexibility needed for localized adaptations. The solution focused on refining the brand’s visual and messaging guidelines, ensuring consistency without sacrificing the ability to customize for regional preferences. Scrolleri also implemented adaptable creative toolkits, which included templates for marketing materials, digital branding, and on-property experiences, allowing for efficient creative production. Additionally, the introduction of a Frontify brand portal streamlined access to all brand assets and resources, making it easy for teams worldwide to align with the brand’s updated standards and guidelines.
“Partnering with Scrolleri enabled us to do a long-needed overhaul of our brand guidelines, allowing us to utilise technical innovations and scale brand management world-wide.”
— Timo Gödeke, Brand & Creative Lead, TUI Hotels & Resorts
Expert guidance for refined brand identity
Scrolleri brought deep expertise in refining TUI BLUE's brand identity, guiding the team through a structured process that led to a unified and impactful visual presence. Following a comprehensive audit, identifying gaps between the guidelines and brand expression, the portal’s navigation and content structure was transformed to create a more intuitive, scalable system. This hands-on approach allowed TUI BLUE to tell a stronger, more consistent story to its global audience, boosting brand recognition and value.
Scalability with local adaptations
Scrolleri’s experience in global brand systems allowed TUI BLUE to scale effectively while maintaining flexibility for local adaptations. Through a structured process, Scrolleri developed adaptable brand guidelines that could evolve with trends in hospitality, ensuring the brand's integrity remained intact while being relevant to diverse regional audiences. Scrolleri’s input in creating flexible yet consistent tools enabled TUI BLUE to grow and adapt seamlessly in new markets.
Operational efficiency with seamless UX
Scrolleri’s expertise wasn’t just in designing the digital portal but also in creating an intuitive user experience that was easy for teams to navigate. By leveraging best practices in tiered access, content modularity, and user-friendly navigation, Scrolleri built a platform that enabled teams to work more efficiently and autonomously. This approach reduced time spent on brand alignment and approvals, empowering TUI BLUE teams to execute creative projects faster and more effectively.
