LIVING VALUES. TOGETHER. FOR EACH OTHER.

The Fair Job Hotels initiative is considered a game changer in the hospitality industry, as the member hotels, acting as a partnership-based community of values, have committed to unified standards and working conditions. By actively networking employees with one another, an environment is fostered in which employees, employers, partners and guests alike can feel valued and secure. After 5 years on the market and 70 Fair Job partner hotels, the initiative, organised as an association, faced the task of communicating its identity as a community of values more clearly, making the benefits of membership tangible for both hotels and potential employees, and presenting itself more professionally and distinctively.

Client:

Fair Job Hotels e.V.

Industry:

Services:

Development of a brand presence for DANTRIM that unites Danish roots, professional expertise and human warmth – clearly structured, visually consistent and effective across every medium.

Fair Job Hotels billboard on a building façade with the claim “Selbst fair ständlich” and two hotel employees.

At the centre of the new brand presence is a visual concept that makes reliability, trust and responsibility tangible as the initiative's core values. A striking claim, along with a clear text mechanic built around the central element "FAIR", consistently conveys the brand's attitude across every channel. The imagery differentiates between approachability in everyday hotel life and the initiative's professional level.

Claim “Einander fair trauen – Für die Hotellerie von morgen” next to the “Werte leben” seal.

Development of the Fair Job Hotels mark from a fingerprint to the two-colour seal.

The logo combines the stylised initial letters of the association's name into a fingerprint – a symbol for the individuality of every partner hotel, as well as the employees at its centre and their personal needs and interests. The fingerprint also forms the heart of a certifying seal of quality, marking partners as fair supporters of the community of values.

The colour contrast combines a warm coral with a bold petrol – a symbol for the initiative's focus on the individual concerns of employees and its readiness for constant change on one side, and security and competence on the other.

To strengthen the brand identity, a modular set of communication tools was developed that consistently carries the rebranding across every channel. A digital platform as well as various print media such as brochures, information materials and trade fair displays convey the core messages clearly and directly – always mindful of which of the two audiences is currently at the centre: employees or partner hotels. Specific design guidelines and templates were created for social media, enabling consistent, authentic communication. Additionally, materials were designed to let member hotels visibly show their affiliation with the community of values – from signage to print and promotional materials to toolkits for adapting individual employer branding measures.