We think big. When we ask, “what if,” we mean it. When our clients ask, “when,” we love it. We accept no limits and know no fear. Here’s what that’s gotten us into lately.
When a high-end resort hospitality chain has as much guest loyalty in the bank as RockResorts, it can seem distracting to focus on “minor” issues like whether or not all properties are using the same logo, brand-compliant colors, "green" papers and printing. Without these things, though, a brand’s credibility with consumers suffers, making it appear haphazard and environmentally careless in its public persona. Lack of focus can cost the brand a lot of money too, not just in lost engagements, but in printing and production inefficiencies.
USFI immediately initiated an across-the-board brand review for six key properties, in effect “reverse engineering” a set of graphic and green standards that could be shared by them all. We stipulated a full complement of paper standards – all of the 79 items completed thus far bear the FSC logo. Working closely with RockResorts' Director of Marketing and coordinating with several ad agencies, we redesigned and reprinted dozens of menus, coasters, table tents, stationery, key cards and nearly everything else that bears the corporate identity.
Out of chaos has come order. The patrician RockResorts brand no longer competes with its property brands, but uniformly appears as the signature, or author, of individual identities. Green objectives have been well advanced. Controlling costs has been an encouraging benefit, as properties are able to combine print runs for economies of scale.