PROCESS
We first needed to come up with a short, friendly and easy to memorize name to embody the spirit of this property.
We then wanted to create an elegant yet approachable, colorful yet understated brand identity, mirroring the creative and nuanced look and feel of the interiors.
Finally, we defined how to best bring the hotel’s artistic DNA to life, including a both aspirational and accessible cultural programming, turning it into a meeting place for the local makers scene, and fun and memorable guest rituals.
OUTCOME
For the name, we settled on MARTY: "M" for Mériadeck, the hotel‘s anchor point, "arty" for the talents it invites within its walls. "Marty" is also a pop culture reference reflecting the joyful, lighthearted atmosphere of this unique place that is sure to bring a smile to the faces of those who get it.
We developed and rolled out the hotel’s identity in a full set of brand codes (logotype, colors, fonts, shapes, iconography, etc.) and markers, including an iconic sculptural totem for the hotel lobby.
Finally, we wrote this unique hotel’s personality and value proposition into a synthetized brand narrative.
CLIENT
Vicartem
CATEGORY
Naming, branding, cultural Programming, storytelling
CHALLENGE
Creating a young, dynamic and playful brand universe and identity to best embody the artistic positioning of Bordeaux’s new kid on the block, a lively boutique hotel that is set to shake up the quiet Mériadeck district.
Marty
