Harbour Digital Activity
NPS_Curate
- Brand support
- Digital Campaigns
- Social Media
Harbour Hotels have come a long long way since their initial conception. They now own and operate 15 hotels across the county, with ambitious plans to grow across the leisure and hospitality sector in the coming years.
We were initially brought on board to create a stronger brand presence through the production of a solid, but flexible set of guidelines and collateral. These guidelines were set to work across the board, but had a strong emphasis on their printed and digital collateral. But times change and so did Harbour’s audience. As they became younger, more trend conscious they needed to create social media that engaged this increasingly more tech savy audience.
Harbour understoood that they couldn’t create posts and content that felt formulaic and standard. They needed to break the mould more often than not. As their creative partner, we understood the need for flexibility within their guidelines and this also applied when creating a set of engaging social media templates.
When is a template not a template? When we build them is the answer to that. Brands don’t want or need a structure that limits what and how they can communicate. They want to excite and grab the attention of the customer, without losing their core styling or tone of voice. Harbour’s social media doesn’t always have to play by the rules, it can break out to create impact for campaigns and offers and be more restrained for serious messages. It should always feel on brand but be willing to flex when needed.
Above all we made the process a simple one. Partnering up, understanding exactly what they needed and why, making impact where possible and engaging their audience with a graphical style that didn’t feel templated.
TGI Fridays Menu Development
NPS_Curate
- Menu strategy
- Menu design
- Brand support
TGI Fridays is an American restaurant chain focusing primarily on American cuisine and casual dining. The first Fridays opened in New York in 1965 with the timeless promise “In here, it’s always Friday”. We love that Friday feeling, so we were delighted when the team at TGI Fridays asked us to take a look at their menu.
One of our many specialties at Curate is the creation of menus. We apply a rigorous process that has been created to assesses everything from the format to the layout and the presentation of the menu. We apply menu psychology, design experience and our knowledge of the hospitality sector, to make sure a menu works its hardest in when placed into a guest’s hands in situ. We see it as a major part of a hospitality brands make-up and the guest’s journey. It can be a piece of art, a tactile part of the experience or simply a tool to create clarity, but it always forms part of a guest’s memorable visit.
With TGI Fridays, we needed to make sure the Friday vibe was alive and kicking, that the dishes were clear and easy to follow, and that specific types of dishes stood out. Using their existing brand elements, we worked through options for the use of symbols, colour and typefaces. Photography of their dishes and environment is important to the brand so we made sure these were incorporated amongst their iconic brand assets of the stripes (Originally inspired by the Barnum & Bailey Circus with an ambition to put on the greatest show on earth, don’t you know!)
Despite what you may have heard, size does also matter, and as there are several sections to the menu, we used an easy-to-hold A4 booklet dimension, with a handy side flap that can be opened to be always visible, upselling the sides and keeping the desserts in mind so you don’t forget to leave room for that S’mores Sundae!
The team were ecstatic with the results and that always gives us that Friday feeling… even on a damp Tuesday in November. We think we’ve earned our stripes on this one.
Nevaya Brand Refresh
NPS_Curate
- Brand development and curation
- Website design and build
- On-going support
Nevaya deliver TV solutions for the hospitality industry with a host of partners and clients across the globe. They have created an array of amazing products that protect the end user's privacy, whilst also allowing them to cast their own media to in-room hotel TV’s in a completely seamless process.
We were tasked with taking their brand to the next level by developing a full set of extensive guidelines, define their proposition and set the standards for their many sub-brands and modules.
The first step was to understand the brand and its many products, so we could clearly define their ‘who, what and why’ theories. We felt that we needed to create a clear picture around each sub-brand and filter all the documentation that supports these products. The process was really thorough as we had to understand how each sub-product worked and what their USPs are.
Once we had defined the brand proposition, we set about creating colour palettes, defining typography and building visual assets. The tone of voice was also added to the mix to create a complete brand that is both flexible enough to be creative but also be structured and consistent enough to create impact.
We always work very closely with brands during and following a project like this and use the guidelines we’ve set in place to create much more of their brand collateral in a consistent and recognisable manner. This so far has covered everything from stationery to product documentation and email templates.
Nevaya is a constantly developing brand that is growing from strength to strength, so keep keep an eye out for their work the next time you’re staying at a hotel. They’ll probably be on a screen near you.
Virgin Active Summer Campaign
NPS_Curate
- Campaign
- Brand Messaging
- Copywriting
We wanted the imagery to be punchy and bold and really make a statement with the typography intertwined, working with the Virgin Active tone of voice and brand colours to create a premium feel. We chose the imagery with an emphasis on the emotion and feeling to really support the campaign headline of “What a feeling”.
The campaign assets are live in print and digital forms on the website, social media, leaflets, posters and digital screens. We also animated the digital assets to create energy and movement.
We’re so happy with the results. We just have to see if we can touch our toes now. What a feeling.
IPW1 Brand Development
NPS_Curate
- Branding
- Brand Messaging
- Window and Wall Graphics
- Promotional Items
IPW1 is a leading independent printer based at Tower Bridge in London. With a dedicated team and excellence in service, they work with some of the largest restaurant chains, galleries and PR companies in the country, delivering top quality print and finishing.
We bonded over menus several years ago and have worked together ever since. So, we were delighted when they asked us to help develop their brand further with the specific request of ensuring it represented their full range of offering, stellar services and the great personalities within their team, whilst making a statement and creating a real business impact. Their brief was simple. To really express how they bring print projects to life, especially with their advanced use of colour. In general, the clients imagination is the only limit and IPW1 are 100% dedicated to deliver the highest standards in the industry.
“We want to create The Colourdome” the owner Peter said. We love a brief where our imaginations can run riot! And so, The Colourdome was born. We created a world where anything goes. The usual black and white objects in the universe, were blasted with colour – the penguin, the football, the domino, the snowman…all featured in a colourful calendar and demonstrating various finishings examples as a promotional piece.
As they recently moved address, we also created window displays that illustrate an astronaut floating in with a balloon in a land of rainbows, zebras and peacocks, to show that ‘colour has landed’ in their new location.
It’s all very eye-catching, gets the message across clearly and is a really flexible addition to their brand assets and is a bit of fun – which we felt was crucial to get across their down to earth, friendly and attentive personalities and approach within the team.
It’s such a pleasure to work with open minds, creative briefs and a fantastic team. Keep an eye out for the next window instalment…
All In Brand Strategy
NPS_Curate
- Brand strategy
- Brand support
- Project management
- Copywriting/tone of voice
- Campaign concept
Alliants are the trusted digital partner of choice in the luxury hospitality space. As global market trendsetters, they lead and innovate first-class digital solutions and are passionate about developing the guest experience platform of the future. Working with some of the world’s most respected luxury hotels, travel, and retail brands to deliver exceptional customer experiences.
We were asked to create a series of branded gifts for an upcoming event that Alliants were attending. As part of the brief, we researched their ground-breaking app and applied a simplified logic to define what their client proposition really was. Alliants loved the result so much that they applied it across their whole brand internally and externally.
The Alliants app is an innovative hospitality concierge app with a difference. By applying or building custom modules, their clients can create a bespoke mobile app which can take their business to the next level.
We created an Alliants holdall for an event their team were attending. They wanted to give prospects a gift that they felt represented their proposition fully. We applied the words ‘all in’ to a premium holdall as we felt that when you take a trip you need a bag that holds it all, just as you may also need an app that has all your documentation, itinerary and concierge inside it.
By creating the ‘all in’ word mark from the Alliants lettering, a style was quickly established, which was transferred from the bag to the brand as a whole. Alliants loved the concept so much that we proposed that it became part of their wider brand and communications strategy. The team really adopted the concept, and their internal and external culture was born.
We created a full suite of documents outlining the proposition and messaging, clarifying what All In means for Alliants. This was rolled out across their website, employee onboarding packs, and various campaigns.
Philippa Witheat, Vice President of Marketing of Alliants said:
We appointed Curate based on their track record and knowledge of the hospitality sector. Their ability to quickly grasp and understand a brief is what sets them apart. The ‘All in’ strategy came entirely from Curate thinking differently about who we are and what we stand for. Curate’s ‘outside of the box’ thinking and creative ability is what ultimately gives them the edge.
Having worked with Curate for a number of years I am continually impressed with their creativity and ability to adapt to each challenge that I present them with. To find a full-service agency that delivers unique high-quality work consistently, on time and to a brief is a challenge. It’s rare that you find a creative partner that seamlessly becomes an extension to your marketing team.
Branding and Website Design
NPS_Curate
- Branding
- Stationery
- Website design and build
- Social media support
Space VR is a virtual reality and CGI animation company, primarily servicing the architectural sector. With cutting-edge technology and a team of very talented artists, they bring a client’s vision to life. From interior design and architecture to product design and animation, they have it covered.
We work with their team as their creative partner and created their new identity and brand to launch their services. The aim was for the design to feel fresh, forward-thinking and slick, so that it shows off their services in a visual and informative way. This means that whether you understand VR, CGI and photogrammetry or don’t know your 3D from your 360s, their branding and messaging meant they could clearly market their services whilst educating and highlighting the benefits to the customer.
We created icons for each of their services to visually represent them with a clear description of the services.
The typefaces we chose were to look clean and project the ‘VR’ part from the page. We chose a colour palette that includes a soft grey/blue and a super-vibrant acid yellow, to create a sophisticated and confident contrast. Images and video of the services are key within their website to showcase their offering to the fullest, so we worked the branding to support and elevate this with a subtle mapping texture background.
We selected a gorgeous G F Smith paper – Gmund Action Vibrant Arsenic 430gsm for the business cards, printed with IPW1, which had real stand-out.
The team at Space VR were very happy with the results and so are we.
Launch Collateral
NPS_Curate
- Brand support
- Menu creation
- Opening collateral artwork
- Back of house document design
Sexy Fish Miami is a dining experience like no other. A surreal underwater world-inspired space, with original Damien Hirst artwork, a spectacular Asian inspired menu, theatrical cocktails and top International DJs and entertainment.
Having worked with the team on their Sexy Fish London location to support with their brand items, we were asked to help support with their launch for Sexy Fish Miami. We produced handbook documents for back-of-house, operational items from labels to menu layouts, and digital assets such as social assets for DJ nights and email assets.
This location involved it’s own beautiful illustrations by Adam Ellis, and making sure the marketing worked with the Miami audience. Working with the team internationally means working with different time-zones, markets and tailoring menu content and events to this market has been really fun and interesting to work with.
It’s amazing to see that it’s now celebrating its 1st Anniversary. Congratulations all round.
Boutique Hotel Branding
NPS_Curate
- Brand creation and curation
- Website development and creation
- Tone of voice and copy
- Print and digital assets
- On-going support
Welcome to The Cookie Jar. This wonderfully cosy retreat in the heart of Alnwick, Northumberland was once the Convent of Mercy. Tastefully renovated into 11 luxurious rooms and suites, this boutique hotel offers all the comforts of home with an added little bit of unexpected cookie-ness. We’ve been on the Cookie journey from the very beginning.
As we explored the site in the middle of its conversion with the owners, we knew this was going to be something special and something to be proud of. We created the branding, the story, the tone of voice and all brand assets including the website design and creation, and all the little Cookie touches throughout.
Now with the hotel in full flourish, we support their team as their creative partner with anything they need. From their regular email newsletter – ‘The Digestive’, to press ads, sales campaigns, menu and website updates.
Brand Chocolate Packaging
NPS_Curate
- Creative packaging design
- Project management
- Brand strategy
Studio 28 Patisserie is the home of Naomi and her wonderful world of sweet treats. A boutique artisan chocolatier who creates works of edible art. After working on developing Naomi’s brand and website, we were asked to design and align all of the brand’s packaging to elevate the style and quality to be worthy of the high standard of the goodies inside.
We assessed all of the types and sizes of packaging so that we could align it all and make sure it was created efficiently. Working with a local printer we sourced packaging materials from sustainable sources and materials that have been fully carbon offset.
We wanted the design of the packaging to have a creative feel that was personal to Naomi as she puts her heart and soul into her creations. So we developed the beautiful splash effects she uses on her chocolates, and used a variety of these across the packaging. We created a colour palette to represent each flavour and chocolate type, and also created little illustrations for the boxes that included ‘fun’ elements inside such as lego men and Christmas robins.
We decided to also foil the logo in certain positions to give the packaging a sense of luxury.
The finished result really works as a set on the shelves and on the website and we feel they now represent the quality of the product.
