When a small yet respected West Coast 5-star hotel group first considered a move into the 3- and 4-star market with a concept aimed at younger -and hipper- Millenials, they asked us to create the sense and sensibility of the brand. The assignment began with a market and segment study to validate the strategic plan, and moved resoundingly into a creative exploration that gave tone and manner to their notion. From restaurant concepts to graphic design, from an art program to an immersive document to brief potential interior designers, the program left no moment unturned. The resulting brand box was the basis for developer pitches and fundraising, and won the hearts (and wallets) of prospective partners. Successful? Indubitably.
THE BRAND BOX WAS A SIMPLE PRESENTATION OF A COMPLEX AND ENCOMPASSING HOTEL CONCEPT.
FROM CUSTOMER PSYCHOGRAPHICS TO THE DIGITAL EXPERIENCE AND THROUGH CONCEPTS THAT TURNED SELF-SERVICE INTO A MODERN, SELF-DEFINED EXPERIENCE, AND ART INTO A WAY TO GIVE BACK, THE PROGRAM BROUGHT LIFE AND ATTITUDE TO AN IDEA WHOSE TIME HAD COME.
WEBSITES AREN'T JUST BOOKING ENGINES ANYMORE. FOR HOTELS WHO WANT TO SPEAK TO YOUNGER CUSTOMERS RAISED ON DIGITAL, THEY ARE RIGHTLY A DESTINATION IN THEMSELVES, AND THE WAY THAT BRANDS CAN FORGE A CONVERSATION WITH CUSTOMERS THAT BEGS FOR MORE. (SAY AGAIN?)
EVERY TOURIST HAS THE MOMENT WHEN HE OR SHE WANTS TO FEEL LIKE A LOCAL. FROM KNOWING THE BEST BARS TO SHOPPING THE HIPPEST LITTLE STORE ON THAT HARD TO FIND SIDE STREET, THESE LITTLE GUIDES HAVE THE POTENTIAL TO GIVE GUESTS A SENSE OF PLACE--THEIR PLACE.
WITH A VIEW TOWARD ACHIEVING A NATIONAL COLLECTION OF BOUTIQUE HOTELS, WE ENVISIONED A BRANDING PROGRAM THAT GAVE EACH HOTEL A UNIQUE CHARACTER TYPICAL OF THE AREA YET TIED TO THE NATIONAL BRAND BY THE DISTINCTIVE PLAID, AND APPLIED WITH RESTRAINT...THE SYMBOL YOU MAY ONLY KNOW BY GOING THERE.
EVERYONE CLAIMS TO BE DIGITAL...BUT HOW MANY ARE ACTUALLY ONE-TOUCH CONVENIENT, WITH A VISUAL IDENTITY THAT WEDS A CHEEKY TONE AND MANNER TO A SIMPLIFIED FUNCTIONALITY?