To create a campaign that could be used in properties across all brands in the RHG portfolio throughout the anniversary year. Although initial deliverables were used for a kick-off event, RHG was looking for a campaign with legs that could be leveraged long term and that would be relevant across several Latin American countries.
NM+U developed a visual identity for the campaign centering around a custom 30th anniversary logo made up of vibrant and colorful mosaic tiles that set the tone for the celebration. There are several versions of the logo based on one approved pattern for overall use on non-country specific communications as well as custom versions for individual countries. Additionally, NM+U developed all copy for the campaign in English, Spanish and Portuguese and produced materials including event invitations and support, on-property collateral, swag creative and a custom image library.
There are multiple versions of the LATAM 30 Years logo, making use of different mosaic styles. One version was selected for overall use, while other patterns are specific to individual Latin American countries.