What did we do?
Working within the hotel sector has become part of our DNA. We were asked by the Carlson Rezidor Hotel Group to develop a new relationship with another of their prized brands. Radisson Blu is a luxury hotel brand and the hotels are positioned within iconic, historic buildings. All of their marketing collateral has to reflect quality and the upscale reputation has to be maintained, without fail, across each hotel. But, like many hotel chains Radisson Blu were having some issues with brand consistency across all of their locations.
So, we provided them with Brandit. We took their artwork and built a bespoke online brand implementation toolkit that allows for simple storing, editing and retrieving of all of their marketing artwork. We uploaded all of their separate artwork pieces and locked down every element of the brand that needs to always remain the same and allowed all of the other fields to be fully editable
A Radisson Blu employee can now access the toolkit locally and edit artwork according to their location and needs and save it for further use by themselves or other employees at a later date.
Alongside all of this we also created piece of their collateral. A brochure for the launch of a new Aqua hotel in Chicago, email and printed invitations to baseball games (the email version included a sophisticated online RSVP system too!).
What did we achieve?
Radisson Blu hotels have a distinct point of difference to others in the Radisson Group. Their locations are invariably iconic, historic buildings and as their USP the marketing collateral belonging to each needs to reflect this.
Our challenge was to provide a straightforward solution for highlighting distinct individuality whilst remaining resolutely on brand. Brandit allows for the tailoring of artwork according to each hotel; images (photography of the building for instance) are individual but the logo, colour palette, font, image and copy positioning is now always the same. The beauty lies in the ‘idiot-proof ‘nature of Brandit; it’s impossible to get the design of the marketing collateral wrong because specific elements of the brand are locked in and cannot be amended.
An added bonus is the reduction in Radisson’s external agency costs because, for the creation of artwork and other collateral, they are no longer required.
Brandit for Radisson Blu is all about consistency, cost effectiveness and simplicity.