Crafting Banyan Tree Bintan’s Visual Messaging by Sudhir Ramchandran
As a photographer responsible for Banyan Tree’s visual messaging, I aimed to capture images that truly resonate with the essence of “Vibe with the Tribe.”
How can I craft visual stories that stand out when a consumer is making a decision?
First, I focus intently on the brand’s core essence—the emotional undercurrent that makes it uniquely irresistible. In this case, it’s the Romance-Luxury-Rejuvenation narrative. This essence forms the very DNA of the brand, which I aim to shape through a series of story-driven images.
The Brand Identity Is a Necklace of Pop-Up Memories
My approach was simple: identify the peak experience moments that surface during decision-making. These moments are then communicated through compelling visuals that form a lasting necklace of memories—defining the brand’s identity. Each moment was crafted to be unforgettable, appearing as pop-up memories that stay with the consumer.
The Brief I Followed
From the outset, founders Ho Kwon Ping and his wife Claire Chiang recognized branding as essential for differentiating themselves from the traditional overseas Chinese commodity business. Today, with over 5,000 rooms across 80 resorts and hotels and three championship golf courses in 22 countries, the leadership attributes their success to their unwavering commitment to the brand’s philosophy: a private romantic escape and being a socially responsible organization in all they do.
I left Bintan with a heart full of peace and memories. The @banyantreehotels has worked its magic—the memory of the gentle sea breeze, soothing massages, and the genuine smiles of the people will remain forever etched in my mind as a necklace of pop-up memories.
Let’s Tell Your Story, Looking to elevate your resort, boutique hotel, or travel brand with high-impact photography that speaks to the heart? Let’s craft your necklace of pop-up memories together. Get in touch with us.