After rapid expansion, Accor now owns more than 50 brands and businesses—not only hotels, but clubs, restaurants, co-working, and tech start-ups. But the consumer doesn’t see this—only its traditional hotels. The objective and challenge was to reimagine how Accor can drive synergies between its businesses, and make its business strategy of “augmented hospitality” tangible to consumers.

We created ALL—Accor Live Limitless. A lifestyle loyalty program that gives provides access to “All of Accor, all for you,” integrating options not only for hotels, but to live, work, and play.

Speaking to all audience segments, lifestyles, and 30+ brands takes more than a monolithic approach however—it requires utmost flexibility. To reflect the kaleidoscope of experience it provides, we created the Mosaic of Life—a vibrant brand device that flexes in colour and content.

As a mobile-first, app-centric platform, we also had to be an approachable companion you want to interact with. Which is why we created the name ALL, not only to express our attitude to “Live Limitless,” but to embed our name in daily usage, to let you “live life all in,” “earn points all around,” etc.

Derived from the angles of Accor’s monogram, the mosaic scales and adapts to all mediums, and allows the program to be linked harmoniously with all of the group’s brands. At times border, frame, or texture, the mosaic changes in color to fit the brand colours— aubergine for Mercure, blue for Novotel, etc—as well as to different member tiers and service segments.

The result? A vibrant design that expresses the programs lifestyle positioning, with the flexibility and visual cut-through to speak to 50+ million members, 40+ consumer facing brands, in more than 100 countries.

The reveal made major waves when it was held at IHIF, one of the world’s largest hospitality trade fares. Within 4 days of announcement, the program garnered 10,000+ social mentions, and more than 350,000 engagements on social media—all this before the program has officially launched.