EIGH TYON E
A STRONG CONNECTION
BRAND VISION To become the top staycation hotel choice
BRAND MISSION We believe in providing comfort and privacy for all our guests
BRAND MESSAGE Connecting with your loved ones
EDITOR’S LETTER
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RECEPTION
I used to think staycation is a waste of time and money. Why would my friends take a staycation over vacation? Last year, I had my first staycation experience. I must say I really enjoyed it till the point where I immediately look for the next staycation hotel upon checkout. I used to question the catch of a staycation. But I no longer question it for I now understood the comfort I gained. It is typically more affordable than any vacation and most importantly, it offers gift of time with my love and a chance to view things from a new perspective. Staycation treated me to more local delights I never knew and experiencing an escape I also dreamed about. Instead of burying my nose in a map, I kept my head up to explore my city, trying local specialties and visiting nearby nature sights. There is no one right way to go about staycation. Keep it casual. Don’t fear, don’t worry. Be a tourist in your own city. Bon voyage!
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LOBBY 17
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Welcome Our introduction
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Reception Editor’s letter
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Guest Lounge What staycay goers say
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Guest Book Need for staycations
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Collaboration For the next level of comfort
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Brand Story It is about connection
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One Fine Stay A look into Eightyone
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Brand Identity Logo/ Colour Scheme/ Colleterals
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Figures Staycagoers preferences
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Advertising Campaign Arousing curiousity
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Outro
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KY,
Cabin Crew, Singapore
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GUEST LOUNGE
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GUEST LOUNGE
What is life like living in a high population density city like Singapore? Looking out of your windows, all you see are your neighbors cleaning their houses, going on and about their daily lives in their small not so private space. Your friends are within a five minutes walk away or right below you. You don’t get a lot of scenic views unless you are rich and living high up or far away from the cluster of high rise buildings that are right beside each other. Your job is one that makes many envy, what is it like to be a cabin crew? You get to meet people, see the world, explore and understand cultures. Make mental notes of what you see in homes, hotels and places you have been to and try to relate to what is known back home. As a cabin crew, you get to travel and experience many different hotels, what made an impression on you? There is this one hotel in Mumbai, India. They had a very open concept where there are no walls, even the bathtub is right beside your bed. While laying on the bathtub, I accidentally hit a button and the window opens up to a magnificent view of the sea. That to me was an eye opener and I have not met any one hotel that could make me feel like that again. Comparing a hotel room to your home, what is the biggest difference you get from them? Private space. Back home the only private space I have is when I am in the washroom and that is all an apartment in Singapore can provide. In a hotel room, you get to do everything and anything, less destroying the property.
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The lack of private space seems to be an issue with people living in high population density cities. How do you go about that? As most young Singaporeans are living with their parents, we are not convenient to do many things, like throwing parties or hanging out and chilling in our living rooms. Going for staycation is a very popular thing in Singapore. We would look around for reasonable priced hotel and book them for the weekend to spend time with our loved ones, then head back to our usual daily lives on the weekdays. It is an easy way to find private space to do whatever we want as well as for us to relax and stay off the grid for awhile.
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GUEST BOOK
Vivian Ng, 26
I love to go on staycation, especially with my partner. It is a good chance for us to have private time with just the both of us. Taking a break from the reality especially people like us who have a nine to five job, there is no such a day where it goes by peacefully without stress from work or family. We love impromtu staycations and have tired it a few times. The feeling of excitement cannot be described with words. We are always looking towards our next staycation before the current one ends.
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GUEST BOOK
Ansen Lim, 30 When you think of going on a vacation, you think of traveling far and beyond. You never really picture yourself in your own state, in a city you have been to multiple of times. Sadly, the staycation had to come to an end, and I did not end up being as bored as I thought I would. I spent quality time with my other half and we really enjoyed each other’s company. It could be thirty minutes away or an hour away, but trust me. You will find little moments to hold onto and new gems that you would have never seen before if you decided to stay in.
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Local Delights 31
COLLABORATION
EIGH TYON E
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COLLABORATION
Every Thread Count
EIGH TYON E
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Connection
BRAND STORY Eightyone provides comfortable and private space for young couples to spend quality time together. We believe that connecting with your loved ones should be the utmost priority. Stay away from distractions, away from the streets full of people. Our door are always open for people who believes in our belief. Walk right in and find a private space of your own.
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BRAND STORY
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Eightyone collaborates with local hawkers to provide our guests with true local flavour cusines. No, we do not hire celebrity chefs because we believe that what the locals eat in the hawker everyday is the best representation of “homecooked� food. Home = Singapore. Therefore, we have our very own room delivery service, reasonably priced, which allows our guests to experience their favourite local food at the comfort of their private space.
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BRAND STORY
When it comes to the topic about comfort, bed is the place where we spend our nights in. It can be said as the most intimate and personal thing everyone have and need. In order for our guests to have comfortable nights with their loved ones, Eightyone collaborates with Every Thread Count to allow our guest to customise their bedsheet to their favourite colour when they book their stay with us at no extra charges. The sense of belonging will lift up our guest’s mood
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We value time spent with our loved ones and we hope you do. At Eightyone, we provide free Wi-Fi for all our guest, with a reminder at the login page to connect with their loved ones instead. We cannot buy time so cherish the time spent together even if it means looking at each other without a word.
At Eightyone, we respect our guests’ privacy. Therefore, there is no landline telephone in all our guestroom. Guest are able to reach our front desk through WhatsApp with our room service contact provided upon check-in.
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BRAND STORY
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My definition of a good hotel is a place I’d stay.
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ONE FINE STAY
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One Fine Stay
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ONE FINE STAY
“ Love grows best in little houses with fewer walls to seperate. Where you eat and sleep so close together. You can’t help but communicate. If we have more rooms between us, think of all we’d miss. Love grows best in houses like this.”
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25 locations, same comfort Room Amenities Wi-Fi(Free) / Bath Amenities / Towels / Toothbrush, Razor, Cotton, Shower cap / Hair Dryer / Bathrobe / Lipton blended tea / Mineral Water / Refrigerator / Slippers / In-room safe
Hotel Service Local delights x Eightyone Every Thread Count x Eightyone Comfort and privacy
Parking There are parking spaces available to all guests, please inform staff prior to your use.
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ONE FINE STAY
22 square metres room layout at Eightyone
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3D lettering signboard Lights from behind individual alphabets lit softly, allowing people to be able to read it clearly even in the dark.
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ONE FINE STAY
Cove lights The soft lights brighten up reception counter, making guests feel welcomed and pleasant.
Matte Porcelain Tiles These light coloured tiles helps to brighten up the space with lights bouncing off the tiles without being too glaring.
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Carpeted floor Reduces and isolate footsteps of other guests walking by the rooms.
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ONE FINE STAY
Ceiling cove lighting The idea is to hide the light fixtures, and let the light softly glow indirectly.
Keycard lock It allows better security control and are connected to a central system to keep logs on the timing of unlocking of room doors.
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Headboard cove lighting Gentle glow of cove light gives a modern and relaxed feel to the room.
Smart Nightlight Warm soft glow of bed light will turn on to guide you safely across the room in the dark, no disturbing glare to wake others.
Wooden floor tiles It defines warmth and elegance. It is a special approach to home design to match with the furniture whether rustic or modern, contemporary or old.
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ONE FINE STAY
Ceiling cove lighting Soft white cove lights reflecting off the white ceiling brightens and enhance the cosiness of the room.
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Dark wood slats Wood blinds are a rich addition to any bedroom and add an unrivaled warmth of elegance.
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ONE FINE STAY
Dark wood fixtures Refined design. It create a modern and cosy atmostphere in the room
Table lamp It fine-tune the atmosphere of a room in more ways than one. It gives you additional light while adding a bit of personality.
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Bathroom Windows Guests get to choose to show to their loved ones or not, their most private moment. Bringing them closer to each other.
Wash Basin It is located outside of the bathroom to allow bigger space in a small space.
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ONE FINE STAY
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Integrated lighting Designed to light up the things you need to find
Sliding door wardobe Saves space in our humble room. The mirror is part of the sliding door located right next to the main door for guest to check their appearance just before they leave the room.
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ONE FINE STAY
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Tempered glass shower divider This divider prevents water from the bathtub from spilling over the floor of the bathroom. The glass also makes it easier for housekeeping to maintain and ensures hygiene.
Cement tiles Stand up to wet conditions, frequent cleaning, and look good look.
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ONE FINE STAY
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BRAND IDENTITY
Warm grey, quietly elegant. Wonderfully warm and organic. It is casual yet comforting. Soft grey. Soft, foggy, quality that envelopes you. Elegant yet calming Greying brown, it is warm and reliable. It is home. Aqua, the carefree spirit of summer. Shaded by palm trees and lapped by the waves. Embrace the colour that captures tranquillity.
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Logo usage guidelines
Minimum logo size: 4cm Constraint aspect ratio of the logo, use shift scale when resizing. When placed on approved background, do not mix colours. Do not apply drop shadow to the logo. Do not change colour of the logo.
Typeface guidelines
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Lorem ipsum Lorem ipsum
Logo TypeFace: Timeless
Lorem ipsum Lorem ipsum
Headings & sub-headings typeface: MinionPro
Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum
Content typeface: Seravek
BRAND IDENTITY
No landline phone notice
Employee’s name card
Conservation notice
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FIGURES
FIGURES These are our staycagoers and their preferences
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Our advertising campaign aims to set consumers to think about privacy and comfort.
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ADVERTISING CAMPAIGN
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Curtain Campaign Our advertising campaign targets at young couples who do not have a private space of their own and who wants to spend time with their partner, to connect better and enjoy quality time together. This is a 2-stage curtain campaign which is placed on public transport and places where couples often go together. The first stage of the campaign will be shown for 3 weeks before the reveal of the actual advertisment. In this campaign, young couples will be able to relate to the first stage where a “no WI-FI� network icon will be shown. The brand message is then revealed in the second stage.
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ADVERTISING CAMPAIGN
PUBLISHER Felicia Lee EDITOR IN CHIEF / CREATIVE DIRECTOR Felicia Lee EDITORIAL & CREATIVE Felicia Lee Edmund Koh PHOTOGRAPHY Edmund Koh Pexel.com Google.com SPECIAL THANKS KY Vivian Ng PUBLISHING MakeACopy Printed in Singapore 21 October 2017