entonces?hola! que hubo ! que hay ! como
vamos? hola
brandstrategicframework
brand strategic framework - hotel b3 - 2015 ©
brand strategic framework - hotel b3 - 2015 ©
1. missionstatement:Elevate the hotel experience in Latam by making it smart, social and conscious.
brand strategic framework - hotel b3 - 2015 ©
2. companycorevalues:1. Relevance (purposeful).2. Excellence.3. Attention to detail.4. Kindness.5. Eco- consciousness.brand strategic framework - hotel b3 - 2015 ©
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.
brand strategic framework - hotel b3 - 2015 ©
brand strategic framework - hotel b3 - 2015 ©
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.
brand strategic framework - hotel b3 - 2015 ©
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:
brand strategic framework - hotel b3 - 2015 ©
7. what does the brand look like:1. Energetic. 2. Approachable.3. Trendy/Funky. 4. Colorful. 5. Modern. 6. Casual.
brand strategic framework - hotel b3 - 2015 ©
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:
brand strategic framework - hotel b3 - 2015 ©
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.
brand strategic framework - hotel b3 - 2015 ©
Hetravelsto places likePeru, India, NYC,and Rio de Janeiro.
care & smart
art + space
materials
10. brandidentity:
brand strategic framework - hotel b3 - 2015 ©
inside the mark
brand strategic framework - hotel b3 - 2015 ©
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logo lock up
brand strategic framework - hotel b3 - 2015 ©
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
PANTONE 7623 CPANTONE 7623 CP
PANTONE 7631 CPANTONE 7631 CP
PANTONE 7621 CPANTONE 7621 CP
PANTONE 7421 CPANTONE 7421 CP
WHITE
PANTONE 116 CPANTONE 116 CP
HTML:000000
HTML:5C3D31
HTML:8A2A2B
HTML:572D2D
HTML:AB232B
HTML:651D32
HTML:FFFFFF
HTML:FFCD00
RGB
RGB
PANTONE
PANTONE
HTML
HTML
brand strategic framework - hotel b3 - 2015 ©
typography
headlines in akzidenz groteskphy
HEADLINES IN AKZIDENZGROTESK REGULAR
BODY COPY IN CONDUIT ITC LIGHT
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brand strategic framework - hotel b3 - 2015 ©
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:
brand strategic framework - hotel b3 - 2015 ©
stationery
doorhanger me fui.
please clean my room
dejendormir
please do not disturb
amenities
ads
brochure
web
nos vemosya hablamoshasta pronto
ta luego!
brand strategic framework - hotel b3 - 2015 ©
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