Sherwood Resorts & Hotels, part of Ceylan Holding, is carrying more than 35 years of hospitality experience into the future through a renewed brand identity and communication strategy.
Operating under the leadership of Hasan Ali Ceylan, Chairman of the Board of Ceylan Holding—one of Türkiye’s established tourism groups—Sherwood Resorts & Hotels has completed a comprehensive brand transformation. Having served a wide range of guest profiles for over three decades, the brand has redefined its brand architecture, communication approach, and visual identity in response to evolving consumer expectations and global hospitality trends.
The transformation was developed in collaboration with KARPAT Agency, encompassing brand architecture, strategy, and creative development. At the heart of the project was the ambition to reinterpret Sherwood’s long-standing philosophy of hospitality through a more contemporary, simplified, and human-centered lens.
Extensive research revealed that global tourism communication is increasingly characterized by similar promises and messaging. Rather than following established industry conventions, Sherwood chose to build its differentiation strategy around genuine consumer insights.
The findings showed that travelers are no longer drawn solely by physical amenities. Instead, they seek experiences that make them feel comfortable, understood, and accepted as they are. At the same time, guests’ expectations and emotional needs continue to evolve, while the perception of luxury itself has become increasingly personal and difficult to define through a single standard.
Defining a New Hospitality Philosophy: “Sincere Luxury”
Based on these insights, Sherwood adopted the concept of “Sincere Luxury”—an approach that views luxury not as extravagance or distance, but as a warm, authentic, and adaptable hospitality experience shaped around the guest.
For Sherwood, luxury is not about imposing grandeur. It is about understanding guests, responding to their needs, and creating an environment where they feel free to be themselves.
Reflecting this philosophy, the brand’s new umbrella communication platform was defined as “All About You”.
More than a tagline, “All About You” expresses Sherwood’s commitment to placing guests at the center of every interaction. It represents a hospitality experience that adapts to different moods, expectations, and needs, positioning the brand not merely as a host, but as a companion that listens, understands, and genuinely cares.
For Sherwood Exclusive Kemer, the group’s premium hospitality destination, a complementary yet distinct communication territory was developed. The positioning statement “Inspired By You” reflects the idea that the property’s inspiration comes not only from its architecture or location, but directly from its guests.
This approach extends the philosophy of sincere luxury into the premium segment, creating an experience that remains personal, human, and emotionally connected.
A Renewed Visual Identity Rooted in Heritage
The strategic transformation is also reflected in Sherwood’s new visual identity.
The redesign draws inspiration from the plane trees that have become symbolic of the Sherwood forests. The distinctive form of the plane tree leaf has been reinterpreted through a contemporary design language, while the brand’s signature green has been refined into a more balanced and sophisticated tone.
Typography has been simplified, and the emblem has been carefully optimized through adjustments to proportions and line work, resulting in a softer and more elegant appearance. The enduring strength of the plane tree serves as a symbol of Sherwood’s heritage, reliability, and long-term commitment to hospitality.
Bringing the New Brand Story to Life
Visual storytelling became a key component of the transformation.
Created by KARPAT Agency, Sherwood’s new flagship brand film introduces the “All About You” philosophy through a warm, emotional, and people-centered narrative, bringing the brand’s renewed communication platform to life.
Following the launch of the main film, a complementary image campaign focused on Sherwood Exclusive Kemer will further expand the brand’s new communication ecosystem.
Looking Ahead
With its renewed brand architecture, visual identity, and communication strategy, Sherwood Resorts & Hotels continues its journey as a hospitality brand that honors its heritage while embracing the future of tourism through a philosophy of sincere luxury.
More than a visual refresh, this transformation represents a holistic evolution—one that shapes not only how the brand is perceived today, but also how it intends to grow, compete, and connect with guests in the years ahead.
