Minor International is one of the largest hospitality and leisure operations in the Middle East, Asia and the Pacific Rim, with over 80 hotels and resorts and 200 retail outlets. It controls franchised operations for many famous brands including Marriott, Four Seasons, Anantara, Swenson’s, The Pizza Company and Sizzler.
In every one of its 10,000 hotel rooms a copy of its quarterly magazine, “Footprints”, is on display. The magazine contains a wide range of articles covering all aspects of leisure, from great food, to exotic holiday locations, to top entertainment. This diversity of source material has led to some inconsistencies in the layout of the magazine and the Group felt that the overall “look and feel” could be improved. To accompany what, effectively, was to be a re-launch, it was also decided that a new logo was required.
Asia Media Studio successfully won the brief for these two projects and completely revamped the magazine’s layout. A balanced use of “white color” has brought airiness and class to the pages, and a consistent blocking of text has improved readability and impact. All copy and photographic imagery was provided by the client, and AMS has worked with this content to produce a classy, clean and well-structured design template.
The logo redesign involved a considerable amount of creative input. Many designs were worked up but discarded, until the final simple, one color, design incorporating a custom-made font was proposed, and accepted.