CLIENT BRIEF: Create a brand concept and identity for a start-up hotel in the former Mercantile Exchange building in Tribeca, New York. The target demographic includes media-savvy content creators, and people with a keen eye and appreciation for design.
INSIGHT: The hotel is the stage, the canvas, the frame - but the story itself is up to the guests.
STRATEGY: SHOW that the hotel is an atmospheric, intriguing and unique space full of possibilities SO THAT people want to spend time there regularly HELPING TO build the reputation and customer base of this start-up business, leading to revenue generation.
CREATIVE BRIEF: GET media-savvy content creators and people with a keen eye and appreciation for design TO come to the hotel regularly, as guests or as diners BY showing the space as inviting, tempting and intriguing, ready for guests to make their own story.