Streetsense completed branding and interior architecture work for The Bygone , the restaurant atop the Four Seasons Hotel Baltimore . Photo credit : Maxine Schnitzer Photography |
THERE ARE BRAND STANDARDS AND BRAND GUIDELINES ; THE LATTER GIVE YOU SOME FREEDOM FOR MOVEMENT |
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Ferebee represents a high-end kitchenware company , while Streetsense ’ s clients include multifamily developments and entertainment districts .
“ Working with an agency brings in an outside perspective that ’ s fresh and bold ,” said Sarah Chabot , VP of marketing
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at Blackberry Farm . She said that FerebeeLane understands the desired guest experience and “ how we can work together to create really great communication experiences for our guests .”
It also makes sense because , simply put , hotel company
Streetsense is working with Vision Hospitality on the brand rollout of Kinley Hotels , which has two hotels currently , the Kinley Cincinnati lobby , pictured here . Photo credit : Starboard & Port
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staff are busy , Oetzel noted . “ It takes a lot of craft to build a brand and in house teams are wonderful , with lots of talent , but they also have lots of things to do and focus on .”
STANDARDS BEARERS Agencies aren ’ t scared off by rigorous brand standards , either . In fact , those rules are helpful in creating brands , said Viita . “ There are brand standards and brand guidelines ; the latter give you some freedom for movement . They are designed to provide both internal and external creative teams with direction around the brand strategy and company vision , and , therefore , how the brand should be brought to life in different formats and environments .”
He continued , “ Of course ,
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– ED VIITA , MANAGING
DIRECTOR , HOSPITALITY ,
STREETSENSE
any form of guidelines is more limiting than no direction at all , but that doesn ’ t mean that guidelines limit all freedom for creative teams to develop unique , locally relevant applications of the ‘ master ’ brand identity . We still can extend the brand with food and beverage experiences , ballroom names , the fitness center or the like .”
In fact , for one select-service hotel client of Streetsense , Oetzel shared , despite rules around the brand , the hotel ’ s location on water , near a competitive boating facility and where the owner was proud to have a property , a lot of the
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36 hotelsmag . com Mar / Apr 2024 |