The hotel where luxury comes alive
A strategic platform, brand name and tone of voice for an innovative hotel concept. The brand strategy drives every aspect of implementation – from guest experience and service to visual identity and communications.
There was a dream brewing in Amsterdam – to build a new kind of hotel and lifestyle destination based on the belief that travel should always be a pleasure, joined up with a deep commitment to the world around us.
Plum Brands was asked to develop the strategic brand platform, name and tone of voice for this new place, as well as the framework for bringing the brand to life through the guest experience.
Through a deep analysis of trends in luxury, sustainability and travel, we helped the team identify its core guest target and craft both the brand’s story and a new name to reflect the modernity of the concept.
At the heart of the brand story is the idea that the QO seamlessly intertwines luxury with sustainability to create a place where guests can experience a different kind of energy. A place where not only is the building ‘living’, but the experience is too.
Using this strategic platform, we workshopped the guest experience with the QO/IHG team, and developed guidelines around tone of voice and how to talk the brand story in sales and marketing communications.
The strategy was also used by the QO team to drive all further brand development, including visual identity, website, marketing, communications and beyond.
There was a dream brewing in Amsterdam – to build a new kind of hotel and lifestyle destination based on the belief that travel should always be a pleasure, joined up with a deep commitment to the world around us.
Plum Brands was asked to develop the strategic brand platform, name and tone of voice for this new place, as well as the framework for bringing the brand to life through the guest experience.
Through a deep analysis of trends in luxury, sustainability and travel, we helped the team identify its core guest target and craft both the brand’s story and a new name to reflect the modernity of the concept.
At the heart of the brand story is the idea that the QO seamlessly intertwines luxury with sustainability to create a place where guests can experience a different kind of energy. A place where not only is the building ‘living’, but the experience is too.
Using this strategic platform, we workshopped the guest experience with the QO/IHG team, and developed guidelines around tone of voice and how to talk the brand story in sales and marketing communications.
The strategy was also used by the QO team to drive all further brand development, including visual identity, website, marketing, communications and beyond.
“Plum Brands helped us get right to the heart of what makes the QO special. Lori and her team brought intelligence and rigour to understanding our opportunity, and at the same time showed real creativity in coming up with a name that’s right for us. The team was great to work with too – energetic, flexible and always providing us with a fresh point of view.”
Paul Spencer, IHG, Head of Boutique Operations, Europe