G1 Lodge is a premier business hotel located in Baguio City, the summer capital of the Philippines. As part of its vision for growth and brand expansion, the hotel plans to introduce a new premium lounge on its roof deck. This lounge aims to attract tourists, locals, and visitors seeking a must-try experience or a place to celebrate all kinds of successes. The brand is focused on creating a strong identity for the lounge to attract new customers and establish itself as the top-of-mind premium destination for its target market.
How can we develop a brand that achieves strong brand recall?
Rather than jumping directly into logo design, I began by identifying the target markets. I conducted informal interviews to uncover their motivations for visiting a lounge, bar, or cafe beyond just functional reasons, as well as their overall experiences.
After gathering and analyzing the research, I defined the key customer needs and created personas to represent the main customer groups.
After identifying what matters most to our target market, I took it a step further by personifying the brand, making it easier for people to connect with and see themselves in it. By leveraging these brand personalities, I was able to position the brand as a destination for creating amazing moments.
This clear brand positioning and personification inspired my creativity as I moved forward with designing the brand's visual identity.
