Yang Rutherford

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Overview

$25,000+

Min Project Size

10 - 49

Employees

2005

Year Founded

ABOUT YANG RUTHERFORD

Luxury Branding Agency London Hong Kong

Crafting top luxury brands that stand out with clear strategies and impactful creativity. Experts in brand insights, design, experiences, and communication.

Languages Spoken

English

HIGHLIGHTS

$25,000+

Min Project Size

10 - 49

Employees

2005

Year Founded

Services

Focus

Industries

Clients

Services Provided+1 Services

10% Logo Design

12% Brand Identity Design

3% Corporate Photography

5% Packaging Design

3% Graphic Design

33% Print Design

7% Explainer Video Production

10% Video Scripting & Storyboarding

Portfolio

Carlyle & Co.

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Brand Development Carlyle & Co. represents a new generation of exclusive private members' clubs. It fosters a varied, carefully curated community that prioritizes character, integrity, and a free-spirited attitude over status or wealth. This vibrant and diverse community has nothing to prove and plenty to share. Drawing inspiration from the relaxed elegance of New York's renowned Carlyle Hotel and its famous Café Carlyle, this innovative club embraces its quirks, sense of enjoyment, and a hint of whimsy. Yang Rutherford collaborated with Rosewood Hotel Group from the beginning to establish the brand's DNA and create the club's distinctive name, along with naming the guest rooms after influential figures in The Carlyle's history. We then developed the brand positioning statement: “Magic happens only in the company of the most remarkable and captivating individuals.” Our designers produced a brand identity system that includes a unique, hand-drawn logo celebrating individuality, which we later transformed into a digital font. We also designed membership materials, a distinctive signage system, and oversaw a range of artworks. This project won the AHEAD Awards 2022 for Visual Identity, highlighting its richness in character.

Rosewood Hotels & Resorts

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PERSONAL EXPERIENCES FOR GUESTS When New World Hospitality acquired the premium Rosewood Hotels & Resorts for $230 million in 2011, Yang Rutherford was tasked with conveying the revitalized 'Sense of Place' brand identity. With 19 uniquely different locations stretching from Beijing and New York to the Caribbean and the Middle East, Rosewood operates in some of the world's most coveted destinations. However, the essence of Rosewood lies in the personal experiences and discoveries it offers guests. Influenced by nature, local customs, and culinary heritage, each journey provides a refined experience marked by exceptional service and comfort. We created a five-minute film to showcase these attributes and developed an elegant brand book to highlight Rosewood's key differentiators and unique values.

Niccolo Hotels

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The Niccolo by Marco Polo brand is a collection of modern, stylish hotels situated in highly sought-after locations across China. The essence of Niccolo lies in exploring and re-exploring luxurious experiences and tastes, while appreciating the timeless art of exceptional hospitality reminiscent of a bygone era. This commitment aims to provide guests with an effortlessly luxurious experience. The luxury hotel chain, which debuted in Chengdu in 2015, is named after Niccolò Polo, the 13th-century explorer and merchant who was Marco Polo's father. His remarkable 20-year journeys not only introduced China to the world but also bridged the gap between the East and West, fostering trade and cultural exchanges. Niccolò Polo’s legacy as a pioneer, business visionary, and global ambassador embodies the spirit of the Niccolo brand.

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