Grand Mercure Cultural Compass

When cultural intelligence brings a global brand to life

Asia Pacific and Eurasia

A major premium hotel brand part of the Accor Group, Grand Mercure was born in Brazil in the 1990s. Key to its brand positioning is its exclusive focus on the domestic market in each of the countries where it operates.

With a clear ambition to consolidate its brand architecture and value proposition under a single global positioning, Grand Mercure needed to find the best way to harmonise it whilst giving enough cultural flex to its application across markets.

Grand Mercure called upon Creative Culture to design its own Cultural Compass - a set of regionally-tweaked brand guidelines, which provided them with the right level of consistency combined with the cultural finesse, authenticity and relevance required to make the domestic offering appealing to local audiences.

From the menus to customer service, the overall visual identity as well as the design of lobbies, we elevated the brand experience by providing Grand Mercure with the relevant cultural flavours to authenticity.

What they say:

"I fully recommend Creative Culture and its founder, Mélanie Chevalier, to all of those who are looking for global communication and marketing projects or expert insight identification that leverages cultural differences across countries and regions. The results bring great value, on time, in a working climate of rare integrity and mutual understanding?"

Jan Liska, Global Patient Strategy Director, Sanofi