Gateway Canyons // Brand Standards
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Transcript of Gateway Canyons // Brand Standards
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Brand Standards
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KEY PHRASES/WORDS
The sentence leading into each word is, “I vacationed at Gateway Canyons
and left feeling completely:Awestruck
InspiredEmbraced
PureTransformed
Tagline: Where Curiosity Comes to Play
2nd Tier Emotive Words:Humbled
EnlightenedCentered
StimulatedEnrichedCurious
PassionateMotivated
Alive
BRAND PROMISE/ATTRIBUTES
The Innocent:Encompassing a core desire to experience purity
The goal to do the right thingThe gift of faith and optimism
Reflecting the natural human desire toward curiosity, the team unanimously agreed that Gateway Canyons best identifies with the Innocent. As the ideal archetype of the resort, Gateway Canyons is the gateway into a view of our world, a view of our universe and a view into its origins. It is a place for guests to temporarily pause the mass mayhem of their lives and take a deep breath of fresh air, be inspired by a sense of curiosity, pose their most simple questions, appreciate a quiet authenticity
and make their own discoveries.
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Target Man:
Entrepreneurial Spirit
Successful, Professional
“Manʼs Man”
Likes to get his feet dirty
Minimum $250,000 annual salary
Uses iPhone and other Apple products
Suits to work, casual on weekend
Fit/Athletic
Follows major sports (but not fanatical)
Authentic
Appreciates Technology
Enjoys unique travel experiences
Confident /Adaptive/Comfortable with themselves
Wears: Tods shoes, Maui Jims, Flip-Flops, Expensive Jeans/T-Shirt, North Face,
Patagonia, bespoke suits
Drives: Luxury automobiles, Mercedes CL 63 AMG, BMW M6, Porsche 911 Turbo, Ferrari 458 Italia
Drinks: Scotch, Whiskey, Jack & Coke
Plays poker, card games
Target Woman:
Professional
Successful
Financially Independent
Upscale, Sophisticated
Works out to look good, but to also feel good
Adores upscale art, culture, jewelry
Enjoys luxury travel
Embodies a town and country attitude
Loves outdoor activities but also “pampering”
Confident in mixing designer labels with less expensive brands
Drinks Wine, specifically Chardonnay
Healthy, into wellness
Comfortable – doesnʼt mind getting ʻdirtyʼ
Wears: Designer Jeans, Gap or American Apparel T-Shirt, Louis Vuitton or Gucci handbag and belt, Jimmy Choo or Christian Louboutin shoes,
Lulu Lemon Yoga Pants
Drives: Luxury SUVs (BMW X5, Audi Q7, Lexus, Range Rover)
TARGET CUSTOMERS
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TARGET CUSTOMERS
OverallGeneration X and Baby Boomers, although Generation Y should be given high consideration as they
move into their mid-30s in two years and their values are quickly evolving.Avoid young families but play to multi-generational families
Exceptional family valuesAuthentic, traditional
Seeks adventure and explorationEnvironmentally friendly
Attendees were challenged to evaluate current resort offerings and re-configure relevant audiences and activities against seasonal clusters. Gateway was founded out of a passion for intellectual stimulation,
adventure and the art of discovery, but success cannot be derived by offering all things to all people. For instance, Gateway is not a heavy snow destination for skiing, snowmobiling and cross country. Yes, the
resort can offer it, but the true heavy snow disciple has better choices. Same with golf, etc.
Winter (Market: mostly regional drive)• Romantic Couples• Group Business• Film Festival Attendees• Car Lovers
Spring (Market: NW, NE, Texas, regional drive)• Hearty Outdoor Adventurers• Girlfriend Escapes• Guy Getaways• Families on Spring Break (children over 10 yrs)• Groups – Incentive Trips• Private Special Event Goers
Summer (Market: National, International, European)• Hearty Outdoor Adventurers• Outdoor Enthusiasts (lite)• Families Building Traditions (children over 10 yrs)• Car Lovers• Group Business – Corporate, Association
Fall (Market: National in scope)• Hearty Outdoor Adventurers• Outdoor Enthusiasts (lite)• Girlfriend Escapes• Guy Getaways• Special Events Goers
CAPTIVATIONS
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LOGO
Always black or white, design never varies.
FONTS
Headline:ADOBE GARAMOD PRO REGULAR - CAPS
Sub-Headline:Adobe Garamond Pro Regular - Title Case
Body Copy:Helvetica Regular
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CMYK: 60 / 61 / 75 / 54RGB: 67 / 58 / 44PMS Black 2 Chex: #42392b
CMYK: 40 / 86 / 85 / 64RGB: 78 / 25 / 16PMS 4625 Chex: #4d180f
CMYK: 5 / 34 / 89 / 6RGB: 224 / 164 / 54PMS 143 Chex: #e0a335
COLORS
PATTERN
• Background color on website• Primary pattern block color for brochures, newsletters, ads and banner ads
• Secondary color on website• Used sparingly on ads and collateral
• Roll-over color on website• Accent color for horizontal rule, social media and contact information• Occassional sub-headline color
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SIGNATURE PHOTO
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SIGNATURE PHOTOGRAPHY
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SIGNATURE PHOTOGRAPHY
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PRINT ADS - LEISURE
Full Page
Half Page
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PRINT ADS - GROUP
Full Page
Half Page
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PRINT ADS - GROUP
Full Spread
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PRINT ADS - WEDDING
Full Page
Half Page
For all wedding pieces the horizontal rule above and below title should be biege instead of orange.
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PRINT ADS - F & B
Full Page
Half Page
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BANNER ADS
728px x 90px
160px x 600px
300px x 250px
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EMAIL BLASTS
Template is permanent, content and image may be changed
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POWERPOINT TEMPLATE
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NEWSLETTERS
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=
Front CoverFull bleed image with logo centered at top, contact information in lower left hard corner, Noble House stamp logo in lower right hand
corner, titles justified left, large circle that reads, “click here to view newsletter”
Spread 2Variable Information
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Spread 1GM Letter over brown pattern box on the left, 3/4 spread full bleed image with transparent box to mimic website for package
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NEWSLETTERS
=
=
Spread 3Variable Information / Food & Beverage Package
Back CoverFull bleed image with logo, web address, phone number, address, facebook and twitter conact centered at the bottom
Package or other information may be inserted on top
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BROCHURES
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=
Front CoverFull bleed image with logo centered at top, title between horizontal rules, contact information in lower left hard corner, Noble House
stamp logo in lower right hand corner
Spread Variation 1Text laid over brown pattern box, extra white text laid over largest image if possible
=
Intro / Welcome SpreadFull bleed image with white text directly over image
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=
=
BROCHURES
=
Spread Variation 1Text laid over brown pattern box, extra white text laid over largest image if possible
Spread Variation 1Text laid over brown pattern box, extra white text laid over largest image if possible
Back CoverFull bleed image with logo, web address, phone number, address, facebook and twitter conact centered at the bottom.
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RACK CARDS
FRONT: Full bleed image with logo in top center, address bottom left hand corner, Noble House logo bottom right hand corner.
BACK: Full bleed brown pattern with orange accents.
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VIDEOS
Fiber Arts And Quilting
Click here to view Click here to view
Click here to view Click here to view
Colorado Off Road ATVs, Rock Climbing, Mountain Biking, Kayaking
Classic Cars, Unique Oldsmobile F88, Muscle Cars Cessna Plane Air Tours of Western Colorado
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VIDEOS
Dinosaurs and Fossil Footprints
Click here to view Click here to view
Click here to view Click here to view
The American West told by John Hendricks, Founder of the Discovery Channel
Ancient Civilizations and Cultures of the American West in Colorado
Colorado Horseback Riding, Horses at Gateway Canyons Equestrian Stables
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BUSINESS CABINET
gatewaycanyons.com | 970.931.245843200 Hwy 141, Gateway, Colorado 81522
43200 Hwy 141Gateway, Colorado 81522
FIRST LASTTitle Here
43200 Hwy 141, Gateway, Colorado 81522 Main: 555-568-9431 | Direct: 555-556-1234
Fax: [email protected] | gatewaycanyons.com
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PARADOX MENU
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SALES FOLDER
frontback
gatewaycanyons.com | 970.931.245843200 Hwy 141, Gateway, Colorado 81522
inside