Shiji Group launched the bold rebranding, powering its presence in global hospitality tech at this year’s ITB in Berlin. This change is more than a new look—it represents a repositioning of the company across global hospitality technology markets. With 10 products spanning all areas of hotel operations, Shiji’s new brand identity and restructured product portfolio seeks to bring coherence, simplicity, and emotional impact to its broad portfolio.
Robert Hoffmann-Lohse, Creative Brand Director at Shiji Group, shares the thinking and design process behind the rebranding. He reveals how the brand’s foundation was restructured, how the “Day and Night” theme drives storytelling, and what this transformation means for Shiji’s future.
Takeaways
Start with Strategy. Shiji’s rebrand began with building a scalable product architecture and naming structure.
Theme Drives Meaning. The “Day and Night” concept is not decoration—it underpins brand, products, and narrative.
Emotion and Function Coexist. Visual elements are beautiful, but they’re also intuitive and customer-oriented.
Designed for Global Scale. The brand system works across markets, from Singapore to Berlin and beyond.
Future-Ready Foundation. Shiji’s branding supports multichannel storytelling, AI-powered engagement, and human-centered experiences.
The Business-Driven Creative Vision
Shiji’s rebranding goes beyond a visual refresh—it’s a strategic repositioning of the company in the global hospitality technology landscape. From a creative perspective, what was this rebrand’s primary business challenge to solve?
Over several years, Shiji has acquired various solutions to create a comprehensive product portfolio that meets all the needs of the hospitality industry. This allows hotels, particularly hotel groups and chains, to access all the tools they require from a single source. However, the previous branding was cluttered and inconsistent, reflecting the various companies acquired over the years. Additionally, from a design perspective, it felt outdated and did not resonate with our target audience.
“The Shiji design is not based on a trend or specific contemporary style but on the never-ending cycle of day and night. This is at the core of hospitality, so we made it the core of our new brand.” Robert Hoffman-Lohse
How does the “Day and Night” theme extend beyond a metaphor to strategically reinforce Shiji’s role in hospitality technology?
The Day & Night concept extends beyond visual appeal; it is deeply integrated with our strategy and repositioning. It embodies our company mission and provides a strong storytelling narrative.
What is Shiji’s mission?
We empower the hospitality industry to enhance travel experiences through deep expertise and advanced technology.
The hospitality industry is undergoing rapid digital transformation. How did you balance timeless design with the need to future-proof Shiji’s brand identity?
Timeless design has always been significant. Consider the iconic furniture created by Le Corbusier or Charles and Ray Eames for Vitra or with Dieter Rams’ Braun product designs from the 1960s. These pieces have transcended their functional roles, becoming celebrated works of art displayed in galleries around the world.
The Shiji design is not influenced by fleeting trends or specific contemporary styles; instead, it draws inspiration from the perpetual cycle of day and night. This concept lies at the heart of hospitality, which is why we’ve made it the foundation of our new brand.
Crafting a Cohesive and Scalable Brand Identity
Shiji’s portfolio spans multiple products and markets. How did you approach creating a unified brand architecture that simplifies yet strengthens Shiji’s identity across all business segments?
We began our work with a brand architecture process. After gathering and analyzing all of our individual products and services, we discovered we had over 42 different offerings. This revealed a complex and diverse portfolio that required restructuring. Collaborating with multiple teams throughout the organization, we successfully clustered, reorganized, and consolidated our products into 10 distinct product groups, some of which are new.
Product renaming is a complex challenge in branding. What strategic thinking went into renaming Shiji’s solutions, and how does it improve customer clarity and engagement?
In the process described above, we redesigned the main architecture of our products and implemented a new structure along with new naming conventions. Each product name is now connected to a day-night theme and consists of a name followed by a descriptor. For example, our PMS is now named Daylight PMS, and our payment solution is called Astral Payments.
Designing a Globally Adaptable, 24/7 Brand Identity
The hospitality industry operates 24/7. How does the new design system (typography, iconography, and colours) reinforce this continuous cycle and Shiji’s commitment to seamless service?
Our entire design system and communication now revolve around a day-and-night theme. Our color palette reflects the transitions of the sky over 24 hours, emphasizing the day-night cycle. The new product cycle infographic associates each product with different stages of the day, where they are most commonly used, and establishes a dedicated color scheme for each product.
Our custom typography enhances storytelling, while our iconography promotes non-verbal communication. The cycle as a symbol effectively illustrates a seamless and continuous concept. For Shiji, this can represent several ideas, including comprehensive hospitality solutions, seamless integrations, round-the-clock support, and global connections.
“As day and night is a global and non-verbal system, and we attached our products to the day-night cycle, it works globally — from Mexico to Berlin and from Katowice to Beijing or Singapore.” Robert Hoffman-Lohse
What were the biggest obstacles to ensuring that Shiji’s new identity remains adaptable and unmistakably recognizable across platforms and regions?
At the beginning of the process, we needed to make many strategic decisions to establish a solid brand architecture and strategic framework. Once we nailed down the new product portfolio structure and aligned with all stakeholders on the new day-night-theme-based product names, the first milestone was done.
Afterwards, the challenge was to translate the strategy and core concept into a visual language, look and feel, and build a design system. The color scheme concept was born quickly, and then we iterated on layouts, grids, and visual assets.
Day and night are global and nonverbal systems, and we attached our products to the day-night cycle. They work globally—from Mexico to Berlin and from Katowice to Beijing or Singapore.
Purpose-Driven Design and Market Positioning
The Shiji Horizon was introduced with a flexible design system. How does this enhance usability, brand recall, and differentiation in a highly competitive market?
The Horizon refers to the horizontal or vertical splits in our layouts. It is a simple and flexible concept that can be applied online, on posters, app icons, and even in our cycle super sign. Given that our product brands feature a variety of colors, key visuals, and lo-fi illustrations, the Shiji Horizon serves as a consistent element across our designs. However, it should not be used in every single layout.
The new branding’s color transitions are tied to the day’s natural flow. How does this create a more intuitive experience for Shiji’s customers, particularly hotel operators who rely on technology around the clock?
The various stages of the day are clearly reflected in the work of hoteliers. There are specific times for breakfast, cleaning the rooms, and busy check-in periods. This daily routine is an integral part of the job. Our new products embody this rhythm in their identity—through their names and designs. Additionally, the color scheme aids in orientation, whether on the website, in product documentation, or in training videos.
Balancing Credibility and Emotion in Hospitality Tech Branding
Branding in hospitality tech is often either too rigid or too abstract. How did you ensure Shiji’s new visual identity balances business credibility with emotional connection?
Day and night are profoundly human and emotional concepts. The hospitality industry is one of the few that operates continuously, welcoming guests around the clock. Our new imagery showcases joyful moments throughout the guest’s journey, emphasizing authentic lighting.
In addition to essential aspects like integrations and security, we want to highlight how our software and solutions empower hotels to create delightful and memorable experiences for their guests.
What lessons from Shiji’s rebranding process would you share with other companies looking to create a purpose-driven, commercially successful brand transformation?
Begin with a solid foundation: establish a clear, scalable, and intuitive product naming system, organize your product portfolio effectively, and create a flexible design system that can be applied globally. Avoid refining an outdated brand structure; while it may appear visually appealing, it is unlikely to function effectively.
If you had to sum up the strategic and creative philosophy of Shiji’s new brand in three words, what would they be?
Passionate, 24/7, committed
Final Thoughts
Shiji’s rebranding goes beyond just design; it represents a redefinition of our purpose and positioning in a rapidly changing global market. With a unified product architecture and an emotionally engaging design, Shiji is creating opportunities for more impactful storytelling specifically tailored for hotel brands, chains, and partners worldwide.
