Rosewood Hotel Group

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2020 GLOBAL

The Calling

With a portfolio of more than 40 hotels in 19 countries, Rosewood Hotel Group is one of the world’s leading hotel companies. CEO Sonia Cheng and her leadership team are on a mission to build an iconic brand and reinforce their position as new leaders in the world of luxury.

Rapid global expansion has made talent attraction and retention a top priority, as they look set to double the size of their hotel portfolio and hire thousands of new people over the next two years.

Protecting and enhancing what makes the Rosewood experience so special for guests is central to their growth strategy, enabling them to maintain and reward their customers’ extraordinary loyalty and advocacy. Rosewood know they need to powerfully and effectively scale their unique culture. They needed agile support from an international team with deep expertise in hospitality, luxury and culture consultancy to make this happen, and so they engaged Yonder.

Working in close partnership with the CEO, President and Chief Talent and Culture Officer, I directed the create team to create international brand hub with inspiring shot photographies from all the employers around the world of Rosewood Hotel Group.

A fresh employer brand identity signals change and communicates the essence of the Rosewood culture to the people who matter most – current and future talent. Taking visual cues from the group brand, we placed the emphasis on individual team members, showcasing their stories, talents and characters to communicate the group’s shared vision, philosophy and values.

The next step was to bring the brand’s internal voice to life. Together, we developed a distinctive tone of voice persona – ‘The Charismatic Bartender’. Effortlessly cool, often playful but never losing composure. This is how Rosewood team members come across culturally, and it’s magnetic.

The personal touch is imperative to building a strong culture. In a move that reflects the passionate, collaborative nature of Rosewood, we asked Rosewood’s multi-talented chefs to take out their cameras to create the stunning new photography that now underpins their identity.

Harnessing the creativity of each hotel, we filmed colleagues talking about the significance of Rosewood’s vision and values to them personally. These videos and a series of ‘Extraordinary Stories’ set the standard for the development of fresh, highly emotive cultural content to be regularly shared across the whole business.

Human-centred, authentic and iconic, these unique assets capture the spirit of Rosewood’s incredible team and what it means to work for the company.