︎
UTS Visual Communication
UTS Visual Communication



Down to Business.
Up to No Good.
Lina Lindberg
Annabel Cook
Samson Ossedryver
Tutor: Nicky Hardcastle

D&AD YELLOW PENCIL WINNER!
Tasked with rebranding the Crown Plaza hotel chain to appeal to younger generation of business travelers, the UTS team came up with a campaign to combine business with pleasure. Up to no good or down to business — what will you get up to at Crowne Plaza? Young, urban business professionals are defined by their dualistic desires and demands. They are a generation who yearns for the serenity of the woods but with high speed WiFi in the cabin. The Crowne Plaza rebrand targets this generation through a dualistic brand identity and experience where guests are encouraged to indulge in both business and pleasure in the one trip because, why have it one way when you can have it all?

We acknowledge the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We also pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.