So Sofitel is a hotel brand from French hospitality group AccorHotels. It is positioned as the group's brand for affluent millennial and is described as a "bold, playful lifestyle brand that breaks traditional luxury codes with a designer focus". The brand was recently given a new visual identity, created by French agency W as part of their ongoing relationship with AccorHotels.
Based on the brand positioning, W created a vibrant and playful brand. Each hotel has its own identity, associated with a famous designer. But overall, the brand should convey a feeling of "pulse", which is evident in brochures and other applications in the form of regular patterns and disrupted typography.