Overview
Built in 2005, the Best Western Plus Bainbridge Island Suites is a limited service, fifty-one bed hotel ideally situated less than a mile from the Ferry Port terminal. It is also a mile from many of the island’s attractions as well, including the downtown city center, museums, bike trails, performing arts center, wineries, restaurants and a marina. The Hotel is considered to be among the nicest of the large lodging options on Bainbridge Island. All Hotel guests enjoy free breakfast and parking.
Objective
The assignment is to create a new name and brand for the Best Western Hotel. Rebrand, reposition and revitalize the Hotel as a private, non-affiliated boutique property with a fresh brand essence that is authentic, upscale, boutique, legacy, culturally and community sensitive. Develop a brand promise that reflects the hotels new personality, as well as, echoes the Island’s legacy and roots.
Present a list of four recommendations along with a written paragraph describing the brand essence of the name.
Once a name is narrowed down, design work began on the logo and brand guidelines.
Results
The Marshall strawberry is specific to the variety of strawberry grown on Bainbridge Island. Very unique and coveted by gardeners for its sweetness. Connects the hotel to the property’s former history as a strawberry farm/field.
Brand Design
Brand Essence
What We Know
The Bainbridge Community is a very tight, prosperous, deeply environmental, historically cognizant and a locally cultured cooperative.
Bainbridge Island has a scarcity of available lodging options for visitors by the sheer nature of the island’s size and situation.
The Best Western brand name carries with it a consistent standard of quality but the brand also carries with it a “price ceiling” in the minds of consumers.
Consumers do not perceive Best Western as a “luxury” hotel or that it is worth the price of a luxury hotel.
Locally, the Best WesternKey Creative & Brand Facts
HOTEL GUESTS CAN BE SEGMENTED INTO 1 OF 2 CATEGORIES:
CORPORATE 40%
Corporate guests made up of business professionals and those working with the government and military.
FRIENDS AND FAMILY 60%
These are weekend tourists or in town visiting residents on the island reunions, graduations, holidays, etc.
TARGET DEMOGRAPHIC
– Age demo: Millennial, Gen X & Baby Boomers.
– Affluent, upper middle class. Progressive, trendy organic and artisanal foods and lifestyles.
– Existing business/recreational travelers & families.
– Opportunity to attract mainland travelers into Seattle for attractions such as football (professional/collegiate), theater, zoos, aquariums, etc.
THE HOTEL IS NOT AN “INN”
The new Hotels’ brand needs to be perceived as upscale, boutique hotel/lodging, leisure minded, regional and island lifestyle oriented. We are legacy sensitive, couples centric, inclusive, authentic, a culturally and community conscious place to relax & enjoy.
Website Visit Site
Naming Rationalle
The Marshall strawberry is the main variety of strawberry grown on Bainbridge Island. Very unique and coveted by gardeners for its sweetness. Connects the hotel to the property’s former history as a strawberry farm/field.
Brand Design
Using a rich red and bright green accent color, The Marshall Suites evokes an up-scale and luxury experience while incorporating the history behind the name with a subtle strawberry shape in the “M”.