Taking luxury to new levels by celebrating the unexpected.
Founded in 2014, Ultima opened the doors to their first defining property in Gstaad in 2016. With an expanding international portfolio of properties, Ultima Collection needed to be as enviable and exclusive as the rare locations it selects. We created a purpose-driven Sensory Brand World that immerses you fully into the idea of ‘exceptionally unexpected’, paying particular attention to ASMR and physiological response.
The current world of luxury travel is expected and staged: Ultima sought to disrupt this for the next generation. We needed to better express Ultima’s originality to capture the imagination of demanding High Net Worth Individuals while understating that time is the one commodity very few of them can afford.
During our time at Ultima, we were awed by the uncompromising quality in every detail of our experience. It was about knowing over showing, evoking an emotion over simply looking the part. This resonated because High Net Worth Individuals are seeking more discretion, rarity, variety and knowledge from their travel experiences than ever before.
SURPASS THE EXPECTED
Every detail of our Sensory Brand World is designed to spotlight luxury standards that surpass expectations. We leveraged profoundly sensorial visuals and evocative stories, linking them directly to the experience of staying at an Ultima location. By elevating small details and tapping into ASMR, we created an emotional connection in an unexpected way.
Autonomous Sensory Meridian Response (ASMR) is a relaxing, often sedative sensation that begins on the scalp and moves down the spine. This deep, physiological response is something we paid attention to for Ultima—the crackling of a fire, boots in the snow, the popping of a cork—and complemented with arresting, original imagery.
The larger world was built on the positive tension of our core creative idea: ‘exceptionally unexpected’. We tempered exquisite typography with pops of colour reflecting Ultima locations, and we grounded the superlative tone of voice with immersive and unusual visual stories.
At Ultima, what you don’t see is as important as what you do. Each letterform of the brandmark was crafted to illustrate the brand’s exclusivity and attention to detail; the Fleur-de-Lis and the Ultima ‘U’ were reimagined to show Ultima’s unexpected take on luxury traditions.