Brand Standards
KEY PHRASES/WORDS The sentence leading into each word is, “I vacationed at Gateway Canyons and left feeling completely:
2nd Tier Emotive Words:
Awestruck Inspired Embraced Pure Transformed
Tagline: Where Curiosity Comes to Play
Humbled Enlightened Centered Stimulated Enriched Curious Passionate Motivated Alive
BRAND PROMISE/ATTRIBUTES The Innocent: Encompassing a core desire to experience purity The goal to do the right thing The gift of faith and optimism Reflecting the natural human desire toward curiosity, the team unanimously agreed that Gateway Canyons best identifies with the Innocent. As the ideal archetype of the resort, Gateway Canyons is the gateway into a view of our world, a view of our universe and a view into its origins. It is a place for guests to temporarily pause the mass mayhem of their lives and take a deep breath of fresh air, be inspired by a sense of curiosity, pose their most simple questions, appreciate a quiet authenticity and make their own discoveries.
TARGET CUSTOMERS Target Man:
Target Woman:
Entrepreneurial Spirit
Professional
Successful, Professional
Successful
“Manʼs Man”
Financially Independent
Likes to get his feet dirty
Upscale, Sophisticated
Minimum $250,000 annual salary
Works out to look good, but to also feel good
Uses iPhone and other Apple products
Adores upscale art, culture, jewelry
Suits to work, casual on weekend
Enjoys luxury travel
Fit/Athletic
Embodies a town and country attitude
Follows major sports (but not fanatical)
Loves outdoor activities but also “pampering”
Authentic
Confident in mixing designer labels with less expensive brands
Appreciates Technology Enjoys unique travel experiences Confident /Adaptive/Comfortable with themselves Wears: Tods shoes, Maui Jims, Flip-Flops, Expensive Jeans/T-Shirt, North Face, Patagonia, bespoke suits Drives: Luxury automobiles, Mercedes CL 63 AMG, BMW M6, Porsche 911 Turbo, Ferrari 458 Italia Drinks: Scotch, Whiskey, Jack & Coke Plays poker, card games
Drinks Wine, specifically Chardonnay Healthy, into wellness Comfortable – doesnʼt mind getting ʻdirtyʼ Wears: Designer Jeans, Gap or American Apparel T-Shirt, Louis Vuitton or Gucci handbag and belt, Jimmy Choo or Christian Louboutin shoes, Lulu Lemon Yoga Pants Drives: Luxury SUVs (BMW X5, Audi Q7, Lexus, Range Rover)
TARGET CUSTOMERS Overall Generation X and Baby Boomers, although Generation Y should be given high consideration as they move into their mid-30s in two years and their values are quickly evolving. Avoid young families but play to multi-generational families Exceptional family values Authentic, traditional Seeks adventure and exploration Environmentally friendly
CAPTIVATIONS Attendees were challenged to evaluate current resort offerings and re-configure relevant audiences and activities against seasonal clusters. Gateway was founded out of a passion for intellectual stimulation, adventure and the art of discovery, but success cannot be derived by offering all things to all people. For instance, Gateway is not a heavy snow destination for skiing, snowmobiling and cross country. Yes, the resort can offer it, but the true heavy snow disciple has better choices. Same with golf, etc.
Winter (Market: mostly regional drive) • Romantic Couples • Group Business • Film Festival Attendees • Car Lovers
Spring (Market: NW, NE, Texas, regional drive) • Hearty Outdoor Adventurers • Girlfriend Escapes • Guy Getaways • Families on Spring Break (children over 10 yrs) • Groups – Incentive Trips • Private Special Event Goers
Summer (Market: National, International, European) • Hearty Outdoor Adventurers • Outdoor Enthusiasts (lite) • Families Building Traditions (children over 10 yrs) • Car Lovers • Group Business – Corporate, Association
Fall (Market: National in scope) • Hearty Outdoor Adventurers • Outdoor Enthusiasts (lite) • Girlfriend Escapes • Guy Getaways • Special Events Goers
LOGO
Always black or white, design never varies.
FONTS Headline:
ADOBE GARAMOD PRO REGULAR - CAPS Sub-Headline:
Adobe Garamond Pro Regular - Title Case Body Copy:
Helvetica Regular
COLORS CMYK: 60 / 61 / 75 / 54 RGB: 67 / 58 / 44 PMS Black 2 C hex: #42392b
• Background color on website
CMYK: 40 / 86 / 85 / 64 RGB: 78 / 25 / 16 PMS 4625 C hex: #4d180f
• Secondary color on website
CMYK: 5 / 34 / 89 / 6 RGB: 224 / 164 / 54 PMS 143 C hex: #e0a335
• Roll-over color on website
• Primary pattern block color for brochures, newsletters, ads and banner ads
• Used sparingly on ads and collateral
• Accent color for horizontal rule, social media and contact information • Occassional sub-headline color
PATTERN
SIGNATURE PHOTO
SIGNATURE PHOTOGRAPHY
SIGNATURE PHOTOGRAPHY
PRINT ADS - LEISURE
Half Page
Full Page
PRINT ADS - GROUP
Half Page
Full Page
PRINT ADS - GROUP
Full Spread
PRINT ADS - WEDDING
Half Page
Full Page
For all wedding pieces the horizontal rule above and below title should be biege instead of orange.
PRINT ADS - F & B
Half Page
Full Page
BANNER ADS
728px x 90px
300px x 250px
160px x 600px
EMAIL BLASTS
Template is permanent, content and image may be changed
POWERPOINT TEMPLATE
NEWSLETTERS
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Front Cover
Full bleed image with logo centered at top, contact information in lower left hard corner, Noble House stamp logo in lower right hand corner, titles justified left, large circle that reads, “click here to view newsletter�
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Spread 1
GM Letter over brown pattern box on the left, 3/4 spread full bleed image with transparent box to mimic website for package
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Spread 2
Variable Information
NEWSLETTERS
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Spread 3
Variable Information / Food & Beverage Package
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Back Cover
Full bleed image with logo, web address, phone number, address, facebook and twitter conact centered at the bottom Package or other information may be inserted on top
BROCHURES
=
Front Cover
Full bleed image with logo centered at top, title between horizontal rules, contact information in lower left hard corner, Noble House stamp logo in lower right hand corner
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Intro / Welcome Spread
Full bleed image with white text directly over image
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Spread Variation 1
Text laid over brown pattern box, extra white text laid over largest image if possible
BROCHURES
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Spread Variation 1
Text laid over brown pattern box, extra white text laid over largest image if possible
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Spread Variation 1
Text laid over brown pattern box, extra white text laid over largest image if possible
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Back Cover
Full bleed image with logo, web address, phone number, address, facebook and twitter conact centered at the bottom.
RACK CARDS
FRONT: Full bleed image with logo in top center, address bottom left hand corner, Noble House logo bottom right hand corner. BACK: Full bleed brown pattern with orange accents.
VIDEOS Fiber Arts And Quilting
Colorado Off Road ATVs, Rock Climbing, Mountain Biking, Kayaking
Click here to view
Click here to view
Classic Cars, Unique Oldsmobile F88, Muscle Cars
Cessna Plane Air Tours of Western Colorado
Click here to view
Click here to view
VIDEOS Dinosaurs and Fossil Footprints
The American West told by John Hendricks, Founder of the Discovery Channel
Click here to view
Click here to view
Ancient Civilizations and Cultures of the American West in Colorado
Colorado Horseback Riding, Horses at Gateway Canyons Equestrian Stables
Click here to view
Click here to view
BUSINESS CABINET
43200 Hwy 141 Gateway, Colorado 81522
FIRST LAST Title Here
43200 Hwy 141, Gateway, Colorado 81522 Main: 555-568-9431 | Direct: 555-556-1234 Fax: 555-565-2622 flast@gatewaycanyons.com | gatewaycanyons.com
gatewaycanyons.com | 970.931.2458 43200 Hwy 141, Gateway, Colorado 81522
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SALES FOLDER
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gatewaycanyons.com | 970.931.2458 43200 Hwy 141, Gateway, Colorado 81522
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