Discover Collection
Crafting a new perspective in hospitality and branding
Discover Collection transcends the concept of a traditional hospitality brand, embodying a lifestyle and a guiding philosophy.
Conceived as a global community, it unites exceptional destinations under a shared vision of sustainability, conservation, and authentic cultural experiences. From secluded wilderness retreats to vibrant urban hideaways, each location is meticulously curated to foster profound connections with nature and local cultures.
Reimagining luxury hospitality
At its core, Discover Collection reimagines the boundaries of ultra-luxury hospitality by integrating circular design principles, pioneering environmental innovation, and delivering exceptional personalisation. The challenge lay in developing a brand strategy capable of embedding these principles seamlessly across the entire customer journey, ensuring that every interaction reflected a commitment to sustainability, regeneration, and meaningful experiences—ultimately creating a brand that transcends traditional hospitality.
Shaping the brand experience
Positioner played a key role in shaping the Discover Collection brand experience by crafting a distinctive identity and narrative that resonated with adventurous, impact-driven travelers. The brand’s foundation was built on three key pillars:
Circularity as a Core Principle
The brand embraced circularity, a concept symbolizing journeys without beginnings or endings. This principle was embedded in sustainability efforts and guest experiences, ensuring each visit provided new perspectives and fostered lasting connections with each destination.
Local Impact and Global Responsibility
Discover Collection seamlessly integrated with its surroundings, enhancing ecosystems and promoting positive change. Initiatives like the Discover Collection Impact Fund supported conservation, education, and community-driven projects, leaving a lasting legacy.
Immersive and Tailored Experiences
Members were placed at the center of uniquely curated journeys, transcending traditional hospitality. From wellness retreats to cultural immersion, each experience was meticulously crafted to be meaningful, transformative, and regenerative.
“Collaborating with Positioner has been a defining chapter in Discover Collection’s evolution. Their ability to merge innovation with our brand’s core values of sustainability and authentic luxury has elevated our vision. Together, we have crafted a brand experience that not only resonates with today’s conscious traveler but sets a benchmark for the future of hospitality.”
— Bernhard (BB) Bohnenberger, Founder of Discover Collection
Designing a living identity
Discover Collection’s brand identity embodies its philosophy of connection—to place, people, and purpose—through a visual language rooted in nature’s harmony. The design draws inspiration from the environments surrounding its properties, with earthy tones, vibrant cultural hues, and tactile textures creating an immersive experience across digital and print formats. The dynamic visual system mirrors the ever-changing nature of travel, adapting layouts to highlight the unique qualities of each destination as new properties are introduced or seasons evolve. This adaptability fosters continuous curiosity and engagement, ensuring the brand remains fresh while maintaining its cohesive identity.
Capturing moments through photography and video
Imagery fuels this storytelling by blending authentic photography and dynamic video content that capture both grandeur and intimacy.
From the raw beauty of coastal cliffs to the warm atmosphere of an artisan’s workshop, each frame invites audiences to immerse themselves in the narrative.
Videos further enhance engagement by showcasing local rhythms, natural wonders, and curated discoveries, creating emotional resonance and deepening connections to the brand’s journey.
Results & legacy
Discover Collection’s branding has set a benchmark for forward-thinking hospitality, blending exclusivity, sustainability, and innovation to attract a new generation of luxury travelers. By combining a compelling narrative of impact with a strong visual identity, the brand has carved a niche as a leader in conscious luxury travel.
Positioner’s contributions, from brand strategy to digital platform development, were key to creating a cohesive and engaging brand. Discover Collection exemplifies how strategic branding and innovation can evolve a hospitality brand into a global movement for meaningful change.
Collaborative journey of vision and creativity
Discover Collection’s creation has been a collaborative journey of vision, expertise, and creativity. At its core is the strong partnership with the Discover Collection team and trusted partners. Special thanks to Sarah Miller & Partners, whose creativity and dedication were key to shaping the brand’s identity and bringing this vision to life.
Visit discovercollection.com