B3 bsf eng mar 5th 2015

entonces?hola! que hubo ! que hay ! como

vamos? hola

brandstrategicframework

brand strategic framework - hotel b3 - 2015 ©

1. missionstatement:Elevate the hotel experience in Latam by making it smart, social and conscious.


2. companycorevalues:1. Relevance (purposeful).2. Excellence.3. Attention to detail.4. Kindness.5. Eco- consciousness.brand strategic framework - hotel b3 - 2015 ©


Be conscious. Stay cool.

3. beliefsystem:1. We believe people are aware and take notice of their economy. Therefore we offer outstanding hospitality products at a fair price.2. We believe people are aware and take notice of the environment. Therefore we build and operate sustainable properties.3. We believe people are aware and take notice of their surroundings. Therefore we pay attention to details and beautify everything we do with remarkable design.4. We believe that knowledge is a powerful tool to make change happen. Thereforeour spaces inspire andstimulate our guest’s minds.5. We believe that meaningful relationships last longer. Therefore our customers become our partners.


4. uniquesellingproposition:We want people to remember...Hoteles B3 is the coolest stay in Latam because we have well- designed and high -energy public spaces, awesome rooms, and delicious food in a great location at the right price.


5. what does the brand say about its customers?:1. I care: I care about my money, the environment and people.2. I am smart.

1. I care: I care about my money, the environment and people.2. I am smart.3. I am “in” (I am social).4. I am creative (original, inspired).

6. tagline:


7. what does the brand look like:1. Energetic. 2. Approachable.3. Trendy/Funky. 4. Colorful. 5. Modern. 6. Casual.


8. how doesthe brandtalk:1. Smart. 2. Knowledgeable. 3. Genuine. 4. Transparent. 5. Witty.6. Local. 7. Subtle. 8. Close. 9. Simple. 10.Direct. 11.Friendly.

9. brandcharacter& persona:


1. Male. 2. In his 30’s. 3. 1.8 M (height).4. 75Kg (weight). 5. Black hair. 6. Black eyes. 7. Single (dating). 8. Latin (Colombian). 9. He studied liberal arts. 10. Speaks Spanish and English and some basic Portuguese. 11. He is in the organic food sales and marketing business. 12. He makes around US$80,000 per annum. 13. Likes to play soccer, does biking and yoga. Kite surfs when he goes to the coast. 14. Reads business books and magazines on e- readers. Reads about self- improvement (i.e.,ted.com) and current affairs.15. He attends art fairs and exhibitions. 16. He travels to places like Peru, India, NY, and Rio de Janeiro.

“It’s all about where your mind’s at”Kelly Slater

17. He smokes weed occasionally. 18. He loves electronic music, indie music, alternative rock, and salsa. 19. He is involved in local charities. 20. He is mobile. He has a smart phone, tablet, and laptop. 21. He usually wears jeans, blazers/jackets, Toms shoes. 22. He rides a bike (Indian, Triumph), and a bicycle. 23. He uses public transportation frequently. 24. He follows: Malcom Gladwell, Seth Godin, Jim Collins, Simon Sinek, Ted.com, Gary Vaynerchuk, Jared Leto, Guy Kawasaki, Sir Richard Branson, Fast Company, Chris Sacca, Jenny Lopez, Nick Wooster and Wall Street Journal.25. He follows local art communities, local gastronomic fairs, local art & music events and festivals.


Hetravelsto places likePeru, India, NYC,and Rio de Janeiro.

care & smart

art + space

materials

10. brandidentity:


inside the mark


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logo lock up


color CMYK

CMYK

MAIN

COMPLEMENTARY

C:0 M:97 Y:87 K:53

C:29 M:82 Y:50 K:73

C:0 M:0 Y:0 K:100

C:28 M:79 Y:90 K:76

C:0 M:98 Y:91 K:30

C:18 M:100 Y:45 K:67

C:0 M:0 Y:0 K:100

C:0 M:14 Y:100 K:0

R:44 G:42 B:41

R:92 G:61 B:49

R:138 G:42 B:43

R:87 G:45 B:45

R:171 G:35 B:44

R:101 G:29 B:50

R:255 G:255 B:255

R:255 G:205 B:0

PANTONE PROCESS BLACK C

PANTONE 7596 CPANTONE 7596 CP





WHITE


HTML:000000

HTML:5C3D31

HTML:8A2A2B

HTML:572D2D

HTML:AB232B

HTML:651D32

HTML:FFFFFF

HTML:FFCD00

RGB

RGB

PANTONE

PANTONE

HTML

HTML


typography

headlines in akzidenz groteskphy

HEADLINES IN AKZIDENZGROTESK REGULAR

BODY COPY IN CONDUIT ITC LIGHT

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brandarchitecture

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V I R R E Y

C A R T A G E N A

M E D E L L I N

B U C A R A M A N G A

S T A M A R T H A

11. brandextensions:


stationery

doorhanger me fui.

please clean my room

dejendormir

please do not disturb

amenities

brochure

nos vemosya hablamoshasta pronto

ta luego!

B3 bsf eng mar 5th 2015

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