BUMI SEGAH
Located across the Segah River in Berau, the coal-mining centre of Kalimantan, is one of the leading business hotels on the island. They planned for a major expansion and upgrade in both service and facilities.
With its target demographic consisting of professionals and business travellers, Bumi Segah needed a new brand that would assert its status as one of the best and to convey a contemporary attitude.
Inspired by the flowing water of the Segah River and the architectural colours of the new tower, we developed a new brand identity consisting of the Bumi Segah monogram accompanied by a pattern of a flowing river surface.
Consistently applied across all brand touchpoints, the new visual identity creates a cohesive visual system, to express and celebrate the new Bumi Segah brand personality: reliable, sincere, and committed, with a contemporary attitude.
