Elior North America Dining & Events

OBJECTIVE

As part of Elior North America’s evolution in the Dining & Events events business, Defy was tasked to rebrand the offering under a bold new sub-brand: Landmark Experiences (powered by Elior). The goal? To deliver a modern, sophisticated brand identity – including a comprehensive brand strategy, and brand guidelines that would elevate Landmark Experiences’ position as the premier live events partner for unforgettable occasions.

SOLUTION

We approached the rebrand with a clear strategy that would arm the Elior team with clear language to sell and engage their “live events” story. Our strategy consisted of a strong brand narrative, key messaging guidelines highlighting their USPs, and sales and marketing tactics to launch the new and improved brand.

Once the strategic elements were in place, we built a creative brief that outlined the dual objective: respect Elior’s brand heritage while establishing a distinct, elevated identity for Landmark Experiences .

Our creative exploration focused on crafting a timeless visual identity for the logo and brand marks. Symbols were designed to resonate for years to come, reflecting the enduring elegance and scale of Landmark Experiences’ events. We introduced a striking color palette of jewel tones, chosen to capture the opulence and sophistication inherent to large-scale live events. Typography and design elements were carefully selected to evoke a sense of modern refinement, while the overall brand tone was crafted to communicate confidence and grace.

OUR DELIVERABLES:

– Extensive brand strategy development: defining positioning, messaging pillars, tone, and differentiation
– One bold creative direction including brand art, logo/marks, colors, and fonts
– Comprehensive brand guidelines one-sheet, covering logo usage, tagline, brand tone, colors, and fonts
– Development and delivery of the Landmark Experiences website