When Vasu Trehan, the MD of Hotel Gianz, first approached us, he was simply looking out for a brochure design. He felt that the existing brochure was out-dated in appeal and presentation. Hence, we immediately sent him the Creative Brief (the best way to understand a client’s needs). Once the brief was filled out to our satisfaction, and after receiving an advance, we began work.
Note: Apart from the overall lack of presentation, the copy was entirely boring and deluded. We were in for an, much needed, image makeover.
Research & Brainstorming
Since we were dealing with a hotel, our research began by understanding the hospitality industry. From the likes of Oberoi, Taj, Four Seasons and much more, we began to develop a perspective – the conversation was inviting. We had to also consider the location of the property and surrounding competition. These factors, once on paper, brought us to the conclusion that our strategy would revolve around indulgence, grand views and luxuriousness – which the existing collaterals lacked – ensuring that the viewer remains engrossed from end-to-end.
Although, originally, the hotel was made with the intention of targeting all business professionals, corporates and the occasional leisure traveller – on route to the hills, the existing work fell into the trap of “for everyone” segment. We wanted to move out of this vague segment and make it clear that Hotel Gianz is a business hotel – ensuring all future communication coincide and synchronize with its target audience.
Before we began work on the brochure, we tweaked the Hote Gianz logo (because, frankly, it was a mess). We re-wrote the entire copy, keeping it concise, and at the same time left room for imagination. The overall objective was to create a design that would appeal to an up-market audience.
And because the client did not wish to add the room tariffs, permanently, to the brochure, we created a ‘Tariff Ring,’ which would be added later (and revised with every coming year, bringing yearly production costs down), to create an interesting element that would grab the attention of its viewer – ensuring increased brand recall.
Check out the Hotel Gianz website.