InterContinental Hotels Group (IHG) had developed an ambitious new 10-year responsible business plan; our role was to bring it to life.
Our Role
- Sustainability
- Campaign
Cutting through the noise
IHG was preparing to launch a new responsible business plan – a set of ambitious commitments designed to drive positive change for people, communities and the planet. With a crowded field of existing frameworks, they needed a distinct identity and narrative that would cut through the noise and bring clarity to their vision.
A powerful identity for the next decade
Working closely with the IHG team, we developed the plan’s name - ‘Journey to Tomorrow’ - and a clear core narrative. To drive understanding, commitment and participation at launch and beyond, we created a full suite of assets - including an animation, employee launch packs, a factsheet, guidelines, website content, presentation templates and social media assets. The launch of the plan landed seamlessly alongside the launch of IHG’s refreshed brand new purpose: ‘True Hospitality for Good’.
Lasting impact
The result is a clear, engaging identity that unites IHG’s responsible business commitments under one powerful story. ‘Journey to Tomorrow’ has been embraced by the business, creating momentum for collective action and giving IHG a strong framework to deliver meaningful change.
