STYLE GUIDE LELE Adventures
Luxury Hotel and Adventure Travel Activities
2015 - 2016
© 2015 LELE All rights reserved. Republication or redistribution of LELE© content, including framing or similar means, is prohibited without the written consent of the designer Breanna Vasquez and the LELE© Adventures. The LELE© logo and registered trademarks are copyrighted by Breanna Vasquez and the LELE© company. Minneapolis College of Art and Design, Minneapolis, Minnesota, 2015. Designed and created by Breanna Vasquez, Fall 2015
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CONTENTS
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Vision 8 Hello! Ambiance
Research 14
Target Market: Demographics Target Market: Visual Identification Target Market: Lifestyle Competitors’ Brand Examples
Brand 30 Brand Mark: Ideation Brand Mark: Final Design Color Instruction Typographic Instruction Design Protocol Collateral 66 Stationery Staff Uniforms Social Media Marketing 74 Facebook Page Twitter Page Instagram Page
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Complementary Prodecuts 80 Bath Items Toiletries Beach Items Specialty Goods 86 Men’s Apparel Women’s Apparel Accessories Drinkware
DEFINITIONS Ambiance - An overall feeling or mood projected by a store through its aesthetic appeal to human senses.
Life Style - The manner in which people conduct their lives, including their activities, opinions, and interests.
Brand - A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.
Market Research - The systematic gathering, recording and analyzing of data with respect to a particular market, where market refers to a specific user group in a specific geographic area.
Brand Mark - Represents a branding decision in which a design element, such as a symbol, logo, character or sound, is used to provide visual or auditory recognition for a product. Brand Name - Represents a branding decision in which an individual product is named or a name is applied to a group or family of products Collateral - The various marketing materials – brochures, data sheets, and such – that are used in the course of marketing and sales. Competition - The rivalry among sellers trying to achieve such goals as increasing profits, market share and sales volume by varying the elements of the marketing mix: price, product, distribution and promotion. The agency changes to better meet consumer wants and needs. Complementary Products - Products viewed as add-ons to a main product which are designed to enhance the main product by making it easier to use, improving overall styling or extend functionality. Demographics - Objective characteristics of consumers such as age, income, education, sex or occupation.
Slogan - The verbal or written portion of an advertising message that summarizes themain idea in a few memorable words--a tag line. Social Media Marketing - A form of Internet marketing that utilizes social networking websites as a marketing tool. The goal is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. Specialty Good - A good is one that users/consumers will spend more time searching for, and time travelling to and pay higher for. Target Market -The particular segment of a total population on which the retailer focuses its merchandising expertise to satisfy that submarket in order to accomplish its profit objectives. Target Market Identification - The process of using income, demographic, and life style characteristics of a market and census information for small areas to identify the most favorable locations. Vision - A guiding theme that articulates the nature of the business/library and its intentions for the future, based upon how management believes the environment will unfold. 7
VISION
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HELLO! LELE Adventures is a luxury hotel and activites resort located on the Hawaiian Island of Pu’uwai. LELE Adventures is a resort that focuses perdominantely on thrilling, physical activites that are out in Hawaii’s naturally beautiful terrane. Guests are free to explore at their lesiure with their own equipment, or with that provided by the resort. Guests are also welcome to participate in a wide variety of daily scheduled activities, that cater to all skill livesl, that are led by our trained and certified instructors. After a full day of exciting activites, guests will be able to return to their individual huts, that are surrounded by the beautiful sea, to relax.
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AMBIANCE:
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RESEARCH
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TARGET MARKET: DEMOGRAPHICS Gender:
Male
54%
Female 0%
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46% 20%
40%
60%
80%
Age:
0-21
>5% 67%
22-32 33-49
22%
50-68
>5%
69-80
>1%
0%
20%
40%
60%
80%
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Marital Status:
Married
82%
Single Divorced
7% 3% 0%
18
20%
40%
60%
80%
Ethnicity:
American Indian, or Eskimo
1%
Asian or Pacific Islander
17%
Black or African American
14%
Spanish, Hispanic, or Latino
15%
White or Caucasian Other
66% 1%
0%
20%
40%
60%
80%
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Stage of Life:
Mature Family(adult kids) Family(teen kids)
1% 7%
Young Family(young kids)
22%
Married, No kids Single, Other 0%
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53% 19% 20%
40%
60%
80%
Education:
Less than HS Diploma
>1%
HS Diploma/GED
>1%
Associate’s Degree
>1%
Bachelor’s Degree Graduate Degree
31% 10%
Masters Degree Additional Education 0%
43% 16% 20%
40%
60%
80%
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Occupation:
Managerial, Executive
22%
Professional(MD, DoJS)
22%
Engineering, Technical
21%
Teaching, Educational
8%
Administrative, Clerical
5%
Entrepreneurial
8%
Marketing, Sales
7%
Skilled Craft, Trade
4%
Unemployed
3%
Other
1%
0%
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20%
40%
60%
80%
Household Income:
$100,000 to $149,999
33%
$150,000 to $199,999
24%
$200,000 to $249,999
10% 33%
$250,000 to $499,999 $500,000 to $999,999
5%
$1,000,000 or more
2%
0%
20%
40%
60%
80%
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TARGET MARKET: VISUAL IDENTIFICATION
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TARGET MARKET: LIFE STYLE
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TARGET MARKET: LIFE STYLE PRODUCTS
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MARKET RESEARCH: COMPETITORS’ BRAND
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BRAND
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BRAND MARK: IDEATION
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Le Le
where adventure meets the sun
Le Le
Le Le
Where Adventure Meets
the
Sun.
where adventure meets the sun
Le Le
where adventure meets the sun
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Where Adventure Meets
the
Sun.
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where adventure meets the sun
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Where Adventure Meets
the
Sun.
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BRAND MARK: FINAL DESIGNS
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Le Le
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BRAND: COLOR INSTRUCTION Brand Colors: R=254, G=246, B=47
R=69, G=118, B=158
R=254, G=186, B=25
R=242, G=225, B=209
R=173, G=159, B=34
R=184, G=158, B=131
R=69, G=190, B=201
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Primary Logo Colors:
Secondary Logo Colors:
R=254, G=186, B=25
R=173, G=159, B=34 R=69, G=190, B=201 37
BRAND: TYPOGRAPHIC INSTRUCTION Primary Typeface: Avenir, Book This type style is to be used in all corporate collateral including subhead lines, resort contract information, and body copy. This typeface should be used online and print materials. All headlines and subheads are to be centered, while contact information and body copies are to be left aligned. This typeface is only to appear in the approved shade of blue(R=69, G=118, B=158), with the exception of the same shade of blue occupying the background, then the (two) approved shades of tan will be substituted (R=242, G=225, B=209 and R=184, G=158, B=131); the lighter shade (R=242, G=225, B=209) will take precident.
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A B C D E F G H I J K L M NOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
R=69, G=118, B=158 R=242, G=225, B=209 R=184, G=158, B=131 39
Secondary Typeface: Kolo LP Std, Regular This type style is to be used specifically and perdominantly within the LELE© logo. Any products made and packaged by the LELE© company in Nihau, HI, United States, 96801-1234 will also use this typeface. The word mark will either be place to the right of and left aligned or centered and directly under the logo. The LELE© name will always be 70% larger than the slogan: Where Adventure Meets the Sun© This typeface is only to appear same color as the primary LELE© wordmark. The same rules apply: it will be in the approved shade of blue(R=69, G=118, B=158), with the exception of the same shade of blue occupying the background, then the (two) approved shades of tan will be substituted (R=242, G=225, B=209 and R=184, G=158, B=131); the lighter shade (R=242, G=225, B=209) will take precident.
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A B C D E FG H I J K L M NOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0
R=69, G=118, B=158 R=242, G=225, B=209 R=184, G=158, B=131 41
BRAND: DESIGN PROTOCOL
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BRAND: DESIGN PROTOCOL (CONT’D.)
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BRAND: DESIGN PROTOCOL (CONT’D.)
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COLLATERAL
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COLLATERAL: STATIONERY
Envelope shown 45% to scale.
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Pens shown 105% to scale.
Envelope shown 45% to scale.
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Cards shown 85% to scale.
Notepad shown 25% to scale.
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Letterhead shown 45% to scale.
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COLLATERAL: STAFF UNIFORMS
Items not shown to scale.
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Items not shown to scale.
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SOCIAL MEDIA MARKETING 74
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SOCIAL MEDIA MARKETING: HOMEPAGES
Le Le
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Le Le where adventure meets the sun
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Le Le
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LE LE Adventures
@LELEAdventures
Pu’uwai, Hawaii
www.leleadventure.com
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LE LE Adventures
Le Le
where adventure meets the sun
LE LE Adventures Where Adventure Meets the Sun 1121 Main Boulevard, Pu’uwai, Hawaii leleadventure.info@mail.com www.leleadventure.com
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COMPLEMENTA PRODUCTS 80
ARY
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COMPLEMENTARY PRODUCTS: BATH Robe shown 15% to scale.
Slippers shown 35% to scale.
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Items shown 90% to scale.
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Towels shown 10% to scale.
Items shown 90% to scale.
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COMPLEMENTARY PRODUCTS: BEACH Towels shown 10% to scale.
Sandals shown 10% to scale.
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SPECIALTY GOODS 86
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SPECIALTY GOODS: APPAREL
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Items not shown to scale.
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SPECIALTY GOODS: ACCESSORIES
Items not shown to scale.
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