Background
We are part of a branding team working on a pitch for a series of hotel developments. Scattered around the globe, these projects are focused on redeveloping sites that were once utilised for a totally different purpose or audience in its previous life. There are ancient forts, vessels, theatres, industrial complexes, vineyard estates and more — all ready to be transformed into hotels offering an array of facilities and services. Your role is to design a new brand identity for the hotel development that will be assigned to you. There will be a view to expand on the rollout of hotel collateral tailored to the needs of each development at a later date.
Each hotel development brief will outline the following:
- Client background & motivation
- Site development location & history (with supporting image)
- Hotel concept & target audience
- The hotel’s planned key features & facilities
- Audience mindset overview
- List of pre-generated brand values
- Additional client requests
- Key competitors
Brief
Lachlan Maxwell, is the grandson of Bill & Lori Maxwell—Australia’s first celebrity couple from the 1970s + 1980s within the entertainment industry. Their popularity, eccentricity and philanthropy made them a nationwide sensation & played a crucial part in Lachlan’s upbringing. He studied overseas for a few years to pursue his MBA and when it was time for him to return home, his grandparents had passed away.
As the CEO of Lachlan Co., (one of his dad’s property development companies), Lachlan has proposed the bid to transform the Great Ocean Road Resort into a boutique hotel in the memory of his grandparents. Located opposite the Anglesea River and just 5 minutes walk from Anglesea Beach, the resort featured an on-site restaurant, bar, indoor heated pool, tennis court and day spa. However, it shut down in 2020 due to the economic meltdown created by the Covid-19 pandemic.
The new hotel concept is Lachlan’s opportunity to give back to the elderly, including individuals, retirees, couples and grandparents who are looking for a bit of peace, quiet and adventure in a beautiful setting. The proposed plan includes 20 self-contained, well-adorned suites offering picturesque views of the beach, a restaurant, pool and spa, private tours and complimentary transportation service to the beach and nearest airport. Everything his grandparents would have enjoyed if they were alive.
Objective
To brand the resort as a self care haven
To use a self-love tone of voice without the pretentious cliches typically associated
Client Requests
This is an interesting demographic who loves a direct, no-fuss approach to life. As such the brand should have a striking personality and a sense of candour.
No ocean clichés in the branding, please!
Demographic
- They believe in getting out in the world and taking in new experiences.
- These are self-sufficient people. They are not looking for any exclusive treatment. A good homely environment is what they care about.
- They love cleanliness and are detail-orientated.
- They are conversationalists; they enjoy sharing their stories with their fellow travellers.
Solution
Brand an all-welcoming nature retreat in Victoria for people from all walks of life
Use graphics that emphasize relaxation without the exclusivity or price tag of conventional hedonism
simple, fun, friendly & childlike graphic elements that reside in a warm, calm & approachable colour pallette
