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WHEN IT COMES TO BUILDING A MEMORABLE BRAND, IT’S ALL ABOUT C O N S I S T E N C Y. We’ve worked to uncover the unique feeling that encapsulates the Pandanus Court brand and carefully translated this into every element and detail within your brand’s identity. This brand book is a document containing guidelines and rules around how to apply consistently apply your brand elements in a way that will keep the unique feeling behind your brand alive.
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OUR GUESTS
FAMILIES WITH SCHOOL AGED CHILDREN
WITH YOUNG CHILDREN
SOUTHERNERS
STAY PERIOD
Easter school holidays and Christmas school holidays.
February until Easter school holiday period.
April to August.
DESCRIPTION
Parents with 1-3 children (4-16 years old) sometimes this group includes grandparents. Professionally the parents are often Lawyers, Doctors, and Farmers.
Parents with 1-3 children (0-7 years old) sometimes this group includes grandparents. Professionally the parents are often Lawyers, Doctors, and Farmers
Retired couples, groups of 3-4 friends who travel together to escape the cold.
REASON FOR STAY
Looking for beachside accommodation during school holiday period.
Looking for beachside accommodation outside of school holiday period.
Looking for holiday to a warmer climate during the winter months.
LOCATION
Brisbane, Toowoomba, rural Queensland.
Brisbane, Toowoomba, rural Queensland.
North Coast NSW, Central coast NSW, some from Sydney.
BOOKING PERIOD
3 months to 1 year in advance.
3 months to 1 year in advance.
2 months to 1 year in advance.
One week.
One week.
One week to two weeks.
TYPICAL LENGTH OF STAY
WHAT AMENITIES APPEAL MOST TO THIS GROUP?
Grass area out the front which leads to the beach. Grass area out the front which leads to the beach.
Grass area out the front which leads to the beach.
IN A N UT S HE LL Our core customers are families and groups of friends from the southern states. Common motivations between the two groups: •
Family-like connection
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Want an absolute beachfront location for a holiday
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Enjoy the service and atmosphere
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Want a bit of everyday luxury on their holiday
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Like to relax
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Enjoy a sense of holiday nostalgia when they stay
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Enjoy the familiarity of the property
CU S TOM E R S TATE M E NT
We are a holiday destination for families and groups of family-like friends to enjoy a beachside getaway.
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B R A N D D I F F E R E NTI ATO R S Brand differentiators are differentiators in the marketplace; they are what supports your positioning and brand essence. OUR BR AND DIFFERENTIATORS ARE
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Level of service
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Picturesque view
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Presentation of the property
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Boutique development of 15 units
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Absolute beachfront location
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A private staircase
Family-run business, 3rd generation Caloundra locals
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Located in the heart of Kings Beach
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Family friendly property and atmosphere
CUSTOMER PROMISE
BRAND PERSONALIT Y
Your brand promise is the experience that you commit to delivering to your
Your brand’s personality traits guide how your brand speaks to your
customers. It is what you promise to make your customers feel when they think about Pandanus Court. Everyone in the company should believe in it
customers and how your brand identity looks.
and act on it
OUR BRAND IS:
We promise that Staying with Pandanus Court feels familiar like home,
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Cheerful
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Down to earth
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Caring
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Calm
but with the added touch of everyday luxury.
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Welcoming
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Inviting
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Genuine
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Polished
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BRAND ESSENCE N AT U R A L B E AU T Y.
Your brand essence is the essence that we want infuse throughout your entire brand. It is a single essence that is relevant to your customers, it is supported by your differentiators, it helps you deliver on your brand promise, and it is lived up to through your personality traits.
M O O D B OA R D
Inspired by the natural beauty of property’s beachfront landscape the brand identity features clean lines, neutral colours, and soft grainy textures. The photography style is bright and filled with lots of natural light. We want to show our customers the magic of staying at Pandanus Court.
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A.
C.
D.
THE LOGO The Pandanus Court logo is a word mark that is inspired by the property’s rich history. In particular, the typeface is akin to vintage typography from 1960’s advertising for B.
the original Pandanus Court. This nostalgic treatment speaks to the fond memories that many guests and members of the community have towards both Pandanus Court and beachside holidays on the Sunshine Coast.
A PPROV E D LO G O U S AG E
A. White logo on a dark background B. Light logo on a dark photographic background (this can be reversed to be a dark logo on a light photographic background) C. Grey logo on a light background D. Logo clear space, for legibility nothing may sit closer than the distance of the P from the logo. 40mm
E. Logo minimum size, for legibility, do not use the logo at less than 40mm.
E.
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T YPOGRAPHY
COLOURS
PRO F E S S I O N A LLY D E S I G N E D
BONE
All professionally designed material should use the font
CMYK: 2 // 2 // 3 // 0
Brandon Grotesque. Use only the variations listed below.
RGB: 248 // 245 // 242
Brandon Grotesque Regular
HEX: #f8f5f2
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Brandon Grotesque Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Brandon Grotesque Black
WH ITE
CMYK: 0 // 0 // 0 // 0 RGB: 255 // 255 // 255 HEX: #ffffff
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
B LU E G R E Y
CMYK: 72 // 63 // 59 // 52 S H A R E D A PPLI C ATI O N S
RGB: 53 // 57 // 60
A limited library of fonts is available on shared applications
HEX: #35393c
like email and Microsoft Office. On these applications the brand font Brandon Grotesque is not available so use Arial instead. Arial
GREY
CMYK: 64 // 52 // 42 // 14
ABCDEFGHIJKLMNOPQRSTUVWXYZ
RGB: 99 // 106 // 117
abcdefghijklmnopqrstuvwxyz
HEX: #626a75
Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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BRAND IMAGERY Photography is central to conveying the natural beauty of Pandanus Court and capturing the magic of staying at the property. Brand photography has been professionally styled and shot. The aesthetic is bright, airy and filled with natural light. Use brand photography in applications where the Pandanus Court brand is the focus. Uses include website, printed marketing material, advertising and press releases. Where possible, do not combine brand photography with supporting photography, this will keep the brand aesthetic consistent and professional. The blog and editorial are instances where it is acceptable to use photography that is not from the brand library.
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B R A N D S T R AT E GY A N D I D E N T I T Y BY
