Growing minds

Growing business

The visual race is over. Looking good is now the ticket in, not the winning card. The rise of “cool” coffee corners in car showrooms from Beijing to Zurich shows how quickly a good idea becomes a global cliché. The problem isn’t that a London restaurant’s interior could be replicated in Paris; it's that it has been. For hospitality leaders, strategy boils down to one question: how do you become impossible to copy?

Behind the scenes of hotel branding: the overlooked details, the owner politics, and the creative risks that really move the needle.

The marketing funnel is dead. Customers don’t follow lines, they make their own paths. To win, you need a new funnel: one powered by brand, not pushy sales tactics.

Your product wins a deal, but your brand wins the market. Learn how to master the balance between story and specs — the crucial distinction that separates industry leaders from the pack.

The engagement race is real. Why should anyone leave their screen for your campus? Educational institutions that treat every interaction as part of a branded ecosystem gain the edge.

Is your customer experience design a differentiator or an afterthought?

In the hotel world, “advanced digital experiences” often collide with reality — the broken A/C in room 304, the patchy Wi-Fi in the lobby, and a to-do list of operational fires.

Welcome to the Creative Room. Youri Sawerschel of Creative Supply and Christian Walter of PKF hospitality group discuss hotel mistakes, trends, and the future of guest experience.

Naming isn’t luck. It’s a balance of legal clarity, marketing strength, and emotional resonance. This is how we, at Creative Supply, approach the art and science of naming.

A single moment of friction on your website can lose a customer forever. Great design is the ruthless elimination of every obstacle between your customer and their goal. This checklist provides the five essential principles to transform your website into a seamless, customer-centric experience.

Great brands aren’t born by accident. They’re built on 3 powerful ingredients: a story that connects, a name that unites, and an identity that stands out. Discover a demonstration of 3 three principles with an imaginary brand, EDY.

Rethinking website design for business leaders who value clarity over guesswork. Why we don’t use Customer Journey Mapping, and what we use instead.

Since 2015, we’ve been involved in hundreds of hospitality branding projects, creating and launching hotel brands across the globe — from a heritage hotel in Paris to countryside resorts in Georgia. Here are our top 10 hotel branding learnings.

Watch this insight-packed session to discover the 8 key shifts impacting brand management. And learn how to build winning brands in the AI era.

AI hasn’t killed websites. It has changed how we build them. Every business still needs a website that supports their brand, conversion funnel, and credibility. Discover how to create a high-performance website that serves your brand, business strategy and sales goals with our six proven strategies.

To thrive and grow sustainably, hospitality leaders must look beyond the obvious and seize fresh opportunities that deepen guest engagement and drive lasting impact. Here, we share six strategic growth opportunities that hospitality businesses can leverage to elevate their customer experience, build brand equity, and unlock new avenues for expansion.

After successfully winning over banks and investors, navigating planning permissions, fine-tuning every detail and training your team, it's time to market your hotel. To do that, you need a website that turns visitors into guests. To set you up for success, we've compiled the top 5 hotel design mistakes and tips on how to avoid them.

Join branding expert Youri Sawerschel for a masterclass that reveals the secrets to creating hospitality concepts that inspire and succeed.

How can you ensure your hospitality concept remains relevant for years to come? How do you choose the right interior designer? How do you generate lasting media buzz after opening? These are the questions we answer at Creative Supply, when we create and launch new hospitality concepts for hotels, resorts, and restaurants worldwide.

Creative Supply founder Youri Sawerschel and Frame Magazine’s Tracey Ingram get together for the sixth in a series on space and branding, bringing together insights from Sawerschel’s realm of brand strategy and brand design, and Ingram’s role as editor at large for one of the world’s leading interior-design publications. Here they discuss how alpine hotels can respond to the challenges of the climate crisis, appeal to younger demographics and be as authentic as possible.

Brand creation is rapidly gaining traction in the education sector, from international schools and executive education to continuous learning platforms. Once considered immune to the pressures of marketing, educational institutions are now recognising the strategic value of branding, campus experience, and digital design to attract students.

B2B content shouldn’t just inform, it should position your brand clearly and credibly. When rooted in brand strategy, shaped by consistent communication themes, and designed for reusability, content becomes a key driver of brand authority and differentiation.

From Joshua Bell to San Pellegrino and Nespresso: why getting brand positioning right is key to building a successful brand strategy.

Before you can improve your B2B brand, you need to understand it. What are your brand’s current strengths and weaknesses? How do your employees engage with it? How is it perceived by your clients and your competitors?

What connects Jamie Oliver and Lidl? Discover how a carefully crafted visual identity can influence your customers’ subconscious, justify premium pricing, and set your brand apart from the competition.

Some brands endure and grow across markets for decades, while others fade. The answer lies in smart brand anchoring.

From Apple’s Retina screens to Nike’s Dri-FIT apparel, discover how the power of a name boosts the perceived value and notoriety of a product.

Discover our Brand Story Canvas — the essential tool to craft compelling brand stories that truly resonate. This guide will show you how to use it to define your organisation’s unique narrative and strengthen your branding initiatives.

Join branding expert Youri Sawerschel for a masterclass on building a hotel brand that wins hearts, drives bookings, and stands out in any market.

The way we value things depends on how we perceive them. But can we actually change perception?