Callum stringer
The Rose Garden Boutique is an Airbnb studio apartment based in the infamous North Coast of Ireland. It was important for Fiona (the owner) that the different aspects of the logo could be used individually in specific settings, such as the icon being a standalone if needed. We agreed the colour red for the rose has been overexposed and made sure to give it a more organic look.
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Hospitality | Visual Identity
Background
The owner of the Rose Garden approached me with an issue they were facing. Booking companies such as Airbnb + Booking.com take a large non-negotiable percentage of the booking, for simply using their platform. This along with cleaning fees and discounts the site automatically gives to users, means profit is minimal for most users. The owner wanted to move to direct bookings to further profits, however promoting this through booking.com and airbnb is a breach of their agreement.
What we did
Together myself and the owner came to the conclussion that the most appropriate solution would be to brand the airbnb's and create a company. Distancing themself from the booking companies was a big risk, but I believed with their existing customer base and the correct branding we could entice customers to book direct.
Introduction:
The challenges presented by going freelance in the hospitality industry are endless. Thankfully for the business owner, social media is a incredible tool to help reduce the deficit of lost bookings made by leaving the booking companies.
I wanted to first create a recognisable brand, one that people could see on their social media timeline and in their email inboxes and feel excitement about potential offers.
The brands name was already decided and a non-negotiable due to the venues location having roses.
I wanted the branding to almost accomodate the social media strategy. Precise, exciting and a local look that is native to Northern Ireland. A lot of people staying at the venue are travelling from across the world to visit Northern Ireland, I wanted the logo to be relatable to its setting so customers felt they were getting the real local experience.
Social Presence
The owners vision was to transform the studio apartment into a brand, a vital part of this would be done through creating a social presence. Which would ultimately help secure traffic to their website and furthermore sales. The main form of social posts the company would be participating in would be giveaways and other promotional offers. So it was important to keep the look of posts exciting (examples below).
Branding
Whilst important for the brand to have a clean and consistent look on social media, It is just
as important for this to be reflected in reality. We wanted to include branding within the studio apartment which would create the perception that this isn't just an apartment, it's a brand.
