Hyde Brand Guidelines by Ennismore_

BRAND GUIDELINES

brand guidelines Overview Brand Vision Brand Promise BRAND Positioning DNA / Personality BRAND VALUES Operating Philosophy OUR Guest OUR CULTURE HOTEL Guest Touchpoints RESIDENT TOUCHPOINTS DESIGN PRINCIPLES

TABLE OF CONTENTS

You know that thing you never knew you always wanted? It’s finally here. We’re that new friend who just gets you. We know what’s missing in your life. We know what you’re bored with. We can intuit what you need and when you’ll need it. You’ll feel like we read your mind. The collection of Hyde Hotels, Resorts, Residences, Lounges and Beach Clubs is redefining what it means to live, play and travel for design, tech and culture pioneers. Our guests are comfortable travelers who seek meaningful new experiences without breaking the bank. With an irreverent, bold and straightforward attitude, Hyde offers a genuine and immersive guest experience without all the unnecessary fuss and stress. The minute you arrive, we make you feel like a local, with access to sbe’s collection of properties, the places to see and be seen are always available to you. At Hyde, we want you to be yourself. We want to make you feel something, to be immersed in the sounds, the views, the laughter, the tastes, and the people that surround you and to

standard for travel and leisure and enticing them to experience each and every property.

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distinctly unique and singular experience that defines Hyde—becoming the customer’s new

DNA. Elements of local art, attitudes, climate and culture infuse each property creating the

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To achieve this, every Hyde property is built upon a common foundation of core values and

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forget about the stress of home or work, at least for a little while.

VISION

BRAND VISION The new standard for lifestyle. As unique and memorable as you are. Anything but common, our properties will inspire you. Hyde Resorts, Hotels & Residences give life to original spaces that you never imagined you could stay, play or dine in. Striking the perfect balance between powerful

You might find yourself wishing you could live here. In fact, you can.

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innovation and functional timelessness.

BRAND PROMISE It’s all about you. We are the canvas on which you can create your own experiences: memories that are distinctly your own in a place that’s unmistakably you.

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WE PROMISE.

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EVERYTHING YOU NEED. NOTHING YOU DON’T.

BRAND POSITIONING Hyde Resorts, Hotels & Residences delivers an inspired guest experiences without all the fuss. We offer a showcase of the latest innovations for travel and living for guests and locals alike. Our customers learn to live better through amenities and experiences that make their days more enriched, efficient and fulfilled. We provide the backdrop and inspiration for you to explore.

FASHION + SOCIAL + MUSIC + ART

DNA/ PERSONALITY Depth of Character. Every property within the Hyde collection shares the same DNA, an innate personality that uniquely expresses itself in every locale to create a series of utterly distinct places all built upon a common core. We have a soul and a conscience, and you’ll see it pervades everything we do. At the heart of our personality is confidence and originality with an edge, the need to always be connected to the rest of the world and laughter, lots of laughter. We’re the “It Girl” who never goes out of style. The one that sets the trends and people naturally gravitate towards. Adventurous, bold and independent, she is always unflinchingly herself, but not afraid of reinvention.

with the most interesting culture of the day incorporated everywhere. You’ll want to download our playlists, you’ll find yourself googling the artists in our lobby (or

Connection fuels the constant evolution of Hyde Hotels. Whether it is providing seasonal food offerings, knowing all the must-see events and places in town, integrating the latest technology innovations or offering interiors fully engaged with the latest in fashion and design, Hyde Hotels will always deliver a guest experience ahead of the curve.

benchmarks inspire the graphics, patterns, colors and moods of our spaces.

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get the flavor of local fashion, not to mention the cuisine. And all those cultural

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maybe running into them at the bar). A quick scan of our restaurant and you’ll

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Fashion, music, art and media feed our flames of curiosity. We live it and breathe it,

I AM CONF IDENT T.ORI GINAL L.SOC CIAL. EDGY PLAY FUL.IA CONF IDENT T.ORI GINAL L.SOC CIAL. EDGY PLAY FUL.

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BRAND VALUES At our core we value being: Straightforward

Approachable

Authentic

Inspired

Everything you need.

Yes our guests may be

We belong in our

We are on the continuous

Nothing you don’t. By

sophisticated and in-the-

neighborhood, and you will

search for catalysts of new

removing the unnecessary

know, but we don’t need

too. Local people and values put

ideas and will never stop

things that don’t elevate

pretentious service or

their stamp on every property.

innovating. We’ll do whatever

our customer’s stay we

stuffy spaces to prove it.

Think work by local artists in

it takes to provide the service

can provide high quality

Our employees are friendly

the lobby, adaptive re-use of

our customers truly want

experiences at an enticing

and interact in a way that’s

a beloved building, seasonal

in an environment that they

price point.

genuine, non-intrusive and

menus with locally grown

never imagined possible.

playful. Our interiors mirror

foods, or an online concierge

that same philosophy.

clued into the best local bands, galleries and clubs.

Atypical

High-Energy

Design-Conscious

Tech-Savvy

Guests, residents and locals

The energy of our public

Design and architecture is

Technology is uniquely,

alike are awakened by the

spaces does most of the

thoughtful yet surprising,

appropriately and seamlessly

creative and surprising

talking for us. We create

functional yet breathtaking,

integrated throughout the

spaces.

the mood and provide the

and specific to every locale.

public areas, rooms and

service, you and your friends bring it to life.

residences

Our Operating Philosophy We get it. You’re busy. You probably just got off a long flight. Pleasantries are fine, but sometimes you’d rather skip them and get straight to your room. We’ll give you all the tools you need to get there with no extra hoops to jump through. Use our app, The Code, to help book your stay, find out what’s going on in your destination city or check in from the cab on your way from the airport, you’ll wonder why everybody doesn’t do it this way. Of course if you need a live person we’re there for you. But we promise we won’t overdo it. And when you do interact with us face to face it will be relaxed and genuine, no stuffiness here. We think spaces can be stylish and straightforward at the same time. We’re not trying to intimidate you or make you question if you belong—trust us, you do. Anything you need is easy to find, from the bar to the gym to the elevator to your

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room. No secrets. And when you get to your room you’ll be at home right away. The quality is topnotch, especially the stuff you really care about. Bed linens, the shower, the desk, the lighting. In-room technology is fast, and it doesn’t require a manual to figure out. Your experience will be memorable, better than you could have imagined, and just what you needed. Get comfortable and settle in. We’ve got you covered.

COMPETITIVE SET THE STANDARD HOTELS

ACE HOTELS

COMMUNE HOTELS & RESORTS

ALOFT

A place where you can

“We are not here to reinvent

“We create the kind of

“break rules” and live an

the hotel, but to readdress

distinct experiences that can

“exhibitionist lifestyle”

its conventions to keep them

transform your day, your trip,

“For the traveler open to possibilities, Aloft Hotels is a modern, fresh, and fun

without sacrificing quality

fresh, energized, human.”

or even your life.”

KIMPTON HOTELS

THE JAMES HOTELS

W HOTELS

VICEROY HOTELS & RESORTS

“Kimpton puts the fun back in travel by seeing to it that you’re inspired by our playful touches and feel cared for in

“Artistically Inspired.

“Retreat to surprising, sensory

“In skyscraping cities and

Environmentally Thoughtful.

environments where amplified

pacesetting playgrounds,

entertainment, vibrant lounges,

Viceroy Hotels and Resorts

modern guestrooms and

embody the essence of style

innovative cocktails and cuisine

and service.”

destination.”

and service.

every sense of the word.”

Community Focused.”

create more than just a hotel experience, but a luxury lifestyle destination.”

Our Culture

Our Guest

The people you’ll meet here – including other guests, our

Whether for work or pleasure (and often they are the same),

employees, residents, people here just to hang out – are

travel always excites me. I like to immerse myself in the

cut from a different cloth. Innovators, early adopters,

local culture and connect with the people and places that

pioneers. Thinkers who don’t take themselves too seriously.

give my destination character. I want to get a taste for how

Trendsetters, not fashion victims. People who get things

the community lives in every city I visit, and I want great

done, but know how to have fun doing it. It’s who you are

stories and photos to share online and when I get home.

and who you want to be around.

I’m independent and don’t like a lot of unnecessary fuss,

The tone is set by our crack team of staff as well as the voice

protocols or paperwork. I don’t need to check my bag. I

of our website, social media presence, app, and signage.

don’t need a bellman to carry it to my room. I use my phone,

Our credo is to be serious and professional and genuine

tablet or laptop for pretty much everything I ever do.

and lighthearted all at once. We’ll figure out what you need without being nosy, and you’ll realize right away that you’re in good hands. We’ll be real with you, and hopefully make you laugh along the way.

I know what I like and I’m not afraid to show it, wear it, say it, or share it. It isn’t always about luxury – in fact I can be put off when things are too opulent. I want to be surrounded by people that like similar things and inspire me. I appreciate new ideas, expressions, and concepts. I’m passionate and in-the-know, and my interests extend beyond fashion and trends. I’m always looking for the next new thing.

TARGET CONSUMER Demographics

Psychographics

Age: 25-49 with core age: 30-44

Thought Leaders & Creative Types. Inspired by

Experienced 4 & 5-star hotel and dining guests Lifestyle experience seeker

personality and their desired public personae. Social, full of personality, young-at-heart. Like to have fun.

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Mix of leisure and business travelers

Expresses personal style as an extension of their

Curious beings. Strong appetite for new social and cultural experiences. Desire to see and do what locals do.

Mix of local, national and international travelers

authentic. Ahead of the curve on trends.

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Urban/metro dwellers

Sophisticated eye for design. Recognize whatâ&#x20AC;&#x2122;s

Craves authentic experiences and interactions.

Professionals, early-adopters, creatives, hipsters

innovation in products and experiences.

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HHI $75K+

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HOTEL GUEST TOUCHPOINTS

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HOTEL GUEST TOUCHPOINTS WHERE SHOULD I STAY?

might need for your trip to be one to

Whether you hear about us from your

remember. Once you’ve checked in,

friends Instagram pics, word of mouth

The Code allows you to message our

or through one of our partnerships with

concierge directly, as well as access

one of your favorite brands, the moment

the local Hyde blog posts and social

you check out Hyde online, our graphic,

interactions that will make you want to

eye-catching, informative and highly

experience everything your destination

social website will let you know this is

city has to offer.

your place. Little bonuses like a blog give commentary about what’s going on

HOW DO I FIND YOU? WHAT DO I NEED TO KNOW WHEN I GET THERE?

locally.

We anticipate your arrival with a welcome

WHAT SHOULD I DO? WHERE SHOULD I EAT? WHERE SHOULD WE GO?

message containing everything you need: links to maps, car services, local weather,

sbe’s proprietary app, The Code,

key local news and events, etc sent to you

provides a virtual concierge to direct

via The Code.

you to everything that’s going on

I JUST NEED A KEY…

and facilitates making reservations, buying tickets, connecting you to the sbe collection and everything else you

Form the moment you walk in the door, you’ll know what we’re made of and

what’s in store. Fun, fashionable, but

Rooms have simple, intuitive layouts

fingertips, and as a guest or resident

all on your own terms. With self-service

with exactly what you need plus a few

you’re guaranteed access.

remote check in via The Code you can

indulgences like phenomenal linens and

skip the formalities and get straight to

a soothing shower. In room collateral is

I NEED TO WORKOUT AFTER ALL THAT FOOD.

your room. If you need help, we’re right

useful and fun to read with a tongue-in-

A fitness center with all the basics, such

there to walk you through and get you

cheek attitude.

as, weights and cardio are available, and

everything you need. Since connectivity issues can really put a damper on a good time or a productive day, reliable highspeed wireless is available throughout the property, free, of course. WHERE DO I GO NOW? I JUST WANT TO RELAX FOR A MINUTE. No nonsense space planning makes

Services are non-traditional too, like a mini-bar featuring the snacks and goodies you actually want without the typical stuffy or overpriced items. Likewise room service is designed to get you what you want and when you want it, no hassles.

enticing enough that you’ll want to do it. Smart use of technology helps you track your workouts and plug yourself in so you can multi-task. TIME TO GET SOME WORK DONE/HAVE SOME FUN With innovative, flexible event spaces we have all your bases covered, whether it’s

experience of getting there gives you

LET’S GRAB A DRINK, MEET OUR FRIENDS and SEE WHAT THIS PLACE HAS TO OFFER

more of a sense of our ethos. Corridors

Essential to every Hyde property is a

and events staff allow for flexible and

and elevators are far from boring.

buzzworthy restaurant and lounge ideal

casual gatherings.

Great art, design, lighting and features

for casual meet ups and quick bites.

communicate a sense of place – both

Fully programmed public spaces assure

SEE YOU NEXT TIME!

Hyde’s and that of our city.

that everywhere you go is full of life

AHH, FINALLY MY ROOM!

and energy. Because Hyde is a leading

We know what you really want to

nightlife purveyor in every city we’re

do when you arrive. You want to get

in, you can be assured that many of the

straight to your room and settle in.

hottest venues in town will be at your

finding your way around a breeze. The

for work or entertaining or something in between. Our innovative space planning

Casual, non-intrusive communications from Hyde after your stay will assure you that you left your mark and keep you in the know about the offerings of our brand. We hope we left our mark on you, too.

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RESIDENT TOUCHPOINTS

RESIDENT TOUCHPOINTS I can live here?!? Select properties will have residences incorporated into the building, creating a deeper sense of community and a local population who embodies the vibe of Hyde. Where residences are offered, additional exclusive amenities and offerings will be added. These may include any of the following: •

Personal Shopping On Demand

•

3 Complimentary nights per year at any Hyde Hotel

•

20% discount on all F&B and Spa services

•

Common-Area Cleaning and Maintenance

•

Controlled Access to Residential Floors

•

Controlled Access to Parking Garage

•

24 - Hour Concierge Service

•

24 - Hour Room Service

•

Package Delivery Services

•

Resident Valet Parking

•

Pool & Pool Bar Access

•

Access to Fitness Center with Personal Training and Nutritional Services On Demand

•

Access to the Spa

•

Private Library

•

Residence Housekeeping On Demand

•

Transportation Services

•

Laundry & Dry Cleaning Services

•

Plant Care

• •

Babysitting Enrollment in SLS Founders and ability to participate in all its benefits

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WE HAVE OUR PRINCIPLES.

DESIGN PRINCIPLES Everything you encounter at Hyde Resorts, Hotels & Residences is designed with a forward-looking ethos that goes beyond trends. Our architecture, interiors, visual style and online presence are: Bold AND full of personality.

Connected to place.

Our designs will stimulate and

We want you to experience the

surprise you. Maybe mixed patterns,

richness of your destination, not

lots of textures, a punk rock vibe,

forget where you are, so our designers

color blocking. You won’t be bored.

will take cues from the locale.

Clean but not exactly minimal.

Inspired by fashion, art AND music.

We think design can be richly

Design doesn’t happen in a

layered but timeless and functional

vacuum—it’s in constant dialogue

all at once. Our spaces hit the perfect

with other creative fields. We’re

mark between fussy and austere.

keyed in to contemporary culture and you’ll see that influence in all

Immersive AND appealing to all OF the senses.

We don’t go halfway. Our designers will work every angle to make you fall in love with every space. Surprising, clever, and quick-witted. Maybe a little irreverent at times.

From our signage to the tone of our marketing materials to an inroom amenities package that will make you smile, we’re friendly, conversational, quick on our toes.

our spaces.