Your brand, on the line.

Guests will never see your brand presented perfectly, as intended in a polished deck.

They experience it through your SEO, the booking screen, first steps up to the front desk, getting their poolside towel, and the Instagram caption they scroll past at 11pm.

The fix isn’t a 90-page brand book that lives in a folder nobody opens. It’s a simple, flexible brand deck that your team can execute on day one, and in a rush when the inevitable use case comes up.

applications

Below is a hit list of items to think about ahead of time.

You’ll never be prepared for every need that arises, and these usually come with a “we need this in 36 hours” deadline. So asking your brand/marketing agency/team isn’t always possible…

• Uniforms: colors, logo placement, brands, and what staff can and cannot personalize

• Signage: hierarchy, font sizes, way finding style, safety requirements, health requirements, and materials

• Voice: tone, content pillars, and photo style (this is where you’ll need to keep it tight in the care of quick website, social media or email updates)

DEFINE THE BRAND IN 1 PAGE

You need less than you think:

• A primary logo plus one simplified mark for small spaces (retail placement, favicons, signage)

  • Make sure you have the logo in all colorways (light on a dark background, dark on a light background)

  • Make sure you have the logo in all formats (png, pdf, jpeg etc)

  • Make sure you have secondary logos - think of vertical and horizontal formats

• A palette of 3 to 6 colors with exact codes for print, screen, and fabric

  • Mark your primary 3 brand colors, with 2-3 secondary colors

• Two typefaces, one for headlines and one for readability

  • Make sure you have the txt files and the license rights to all font

• A few approved photo and texture styles

  • Create a separate folder specifically for easy to pull images - keep this updated!

  • Make sure you have enough images to work in vertical, horizontal and square format

A great brand isn’t about perfection. It’s about consistency at scale.

When your uniforms, signs, emails, and captions all sound and look like they came from the same place, guests trust the experience before they hand over their credit card.