Hard brands, soft brands, boutique brands, micro brands, independent brands so on and so forth. The hospitality brand-scape is prolific And possibly today at its most active phase, with newer development models, funding formats, distribution paradigms and exciting new brands pushing the envelope.
One of our quieter projects, hushed owing to client confidentiality, was to conceive and develop a private label suite of hotel brands for a prominent real estate developer. Having developed some of the most prestigious projects across commercial and residential spaces, having worked with some very reputed brands in the hospitality space, their desire was to both own their private hospitality brand and for one of the legs have us design and blueprint a plowback model (a separate adventure)
This assignment was a classic venture design project that spanned strategy, brand architecture, competitive positioning, building differentiators, relevance, the brand experience and service design approach.
The ambition of the business house was to straddle luxury resorts in locations like Goa, Coorg, Kabini and upscale business hotels across key metropolitan capitals. Hence brand architecture and the structure of the house was extremely critical.
NYUCT Design Labs was also commissioned to position and brand a plow back model and craft a detailed integrated marketing strategy and go to market plan with identity and design, brand campaigns, content strategy, influencer and channel marketing and more. This was a supplementary plan for their planned resorts portfolio and serves as both a business blueprint for a unique service model as also seeks to create a brand around it. The highlight of the project was designing a brand architecture that straddles the extremes of luxury resorts and upscale business units, while being nimble.