We practice, practice and practice what we preach. The only reason to do anything is to do it perfectly. From start to finish. See what we mean.
Some properties are impossible to pigeonhole, and like it that way. After all, when you’re in the business of redefining historic landmarks as hip, upscale destination resorts, you don’t want to carry anyone’s preconceptions of what a hotel should be.
When you’re in the business of redefining historic landmarks as hip, upscale destination resorts, you don’t want to carry anyone’s preconceptions of what a hotel should be. But it is essential that potential guests “get” the caché of your other successes when they consider staying with you. That’s why rebranding Magnolia Hotels provided such an interesting challenge to USFI.
How to affirm the utterly distinctive character of Magnolia properties, while amplifying their one universal value – aesthetic excellence? We set out to find out. First, we conducted a survey of all existing operational and marketing materials used at all five properties. We discovered a wide range of graphic styles and materials. We conducted a branding workshop to establish the core values, goals and mission of the brand. From all of the above, we created a singular parent identity, and established graphic standards and green practices. In all, nearly 50 pieces were redesigned to meet the new criteria.
Magnolia Hotels, in spite of its smaller number of properties, enjoys steadily growing hits to its websites, awareness of respondents and recognition for its green awareness – which is only fitting, since the chain recycles entire hotels as its business model. The chain is also realizing significant savings on production and print costs, due to USFI's expertise in consolidating design, production and delivery.