CASE STUDY

BRANDING FOR 5-STAR HOTEL IN IBIZA

The project included:

Naming a five-star hotel and its different business lines. Complete brand architecture. Corporate identity manual. Overseeing production of all the elements in the manual. Promotional and advertising material. Hotel signage and wayfinding.

 

The water around the island of Ibiza are listed by UNESCO as a World Heritage Site. They are home to the "posidonia oceanica”, a seagrass only found in the Mediterranean that supports a diverse coastal and marine ecosystem. The different shades of blue and turquoise in the water, when seen from a distance or from the air, are typical of all the Balearic Islands. This was the inspiration for the name and the brand identity of the hotel.

BRAND ARCHITECTURE

The brand architecture of this project involved an umbrella brand -Hotel Aguas de Ibiza- and a series of sub-brands which in some cases were independent business units.

Alabastro Lounge was the name of the lobby bar, Cloud 9 was a series of premium suires within the hotel, which had their own private access and reception, La Sal was the main restaurant, Öligo was a Mediterranean cuisine cafeteria, Air Ibiza was the rooftop terrace, Scuba a cocktail bar and Revival the spa and wellness center.

 

COLLATERAL

Collateral, in a hotel, refers to the constellation of elements carrying the hotel identity that are used to create a total brand experience. It may include brochures, satisfaction questionnaires, room cards, bathrobes, uniforms or vehicles.

 

SUB-BRANDS

There were 7 sub-brands in total in the hotel. These are just two examples.

What made this spa unique was that it was going to be open also at night. This being Ibiza, it was more than likely that it would receive clients who had stayed up all night partying. Revival, therefore, seemed an appropriate name. These are designs for treatment brochures, fidelity cards and print ads.

 

AIR IBIZA

The name of the hotel's rooftop terrace is Air Ibiza. The view from here reminded me of the view you have from the window of a plane just after it takes off. That sweet spot where you can still recognize things below and you have not reached the clouds.

Coasters had the shape of plane windows, flyers to parties looked like boarding passes. We also toyed with the idea of having music compilations inspired in international air travel.

 

SIGNAGE SYSTEMS

The signage system was almost a project in itself. included everything from the main 3-dimensional sign on the marquee that welcomes you when you arrive to the hotel, to huge printed fabric screens to hide the building while under construction. There were also signs for the spa, the bars and the restaurants, wayfinding and informational displays throughout the hotel, room number signs, fire escape plans in every room and outdoor totems.

 

ADVERTISING

We began producing advertising early on, even though there was still nothing to show. Having no photographs of the hotel meant the focus had to be on the storytelling and creating expectation, building upon brand values.

Printed ads frequently had to be in three languages: Spanish, English and German. They also had to be targeted at very different audiences: corporate event organizers, DMCs, wedding planners, etc.

 

PROMOTIONAL & MERCHANDISING

Designs for promotional brochures, special holiday packages, Christmas cards, music compilations and merchandising.

 
 

BRAND GUARDIANSHIP

Brand guardianship is important. The creation of a corporate identity manual is only part of the creation of a brand. Implementation takes time and frequently means making adjustments to the original design, as new formats, technologies or opportunities appear.

This guardianship might take many forms. It might involve supervising the design of a website, participating in promotional actions in international trade fairs, organizing events, working with music content companies or record labels to select the appropriate background music for each area of the hotel, liasing with PR agencies or even having to go to radio interviews at a moment’s notice.