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Index Your Story Resorts Brand Book ······················································································································································· 9-56 Brand Guidelines ············································································································································································································································································ 11 Brand overview ·········································································································································································································································································· 12-13 Brand architecture ··········································································································································································································································································· 14 Brand overview ················································································································································································································································································ 15 Brand positioning ············································································································································································································································································ 16 Brand Guidelines – Traveler Profiles ··············································································································································································································································· 17-20 Brand Guidelines – Unique Value Proposition ········································································································································································································································ 21 Brand Guidelines – Unique Selling Point ··············································································································································································································································· 22 Brand Guidelines – Authentic Journeys ················································································································································································································································ 23 Brand Guidelines – Signature Standards ·············································································································································································································································· 24 Brand Guidelines – Personalized Experiences ········································································································································································································································ 25 Brand Guidelines – Verbal Identity ················································································································································································································································ 26-30 Brand Guidelines – Campaigns ······················································································································································································································································· 31-36 Style Guidelines ·········································································································································································································································································· 38-55 QR code Your Story Resorts Brand Book ·········································································································································································································································· 56

Zaluna Brand Book ······································································································································································· 57-102 Brand Guidelines – Overview ···························································································································································································································································· 59 Brand Guidelines – Positioning Statement ··········································································································································································································································· 60 Brand Guidelines – Unique Selling Point ··············································································································································································································································· 61 Brand Guidelines – Value Propositions ················································································································································································································································· 62 Brand Guidelines – Authentic Journeys ················································································································································································································································ 63 Brand Guidelines – The Experience ····················································································································································································································································· 64 Brand Guidelines – Personalized Experiences ········································································································································································································································ 65 Brand Guidelines – Guest Profile ···················································································································································································································································· 66-68 Brand Guidelines – Verbal Identity ······················································································································································································································································ 69 Brand Guidelines – Verbal Guidelines ················································································································································································································································ 70 Brand Guidelines – Campaigns ·················································································································································································································································· 71-74 Style Guidelines – Colors ································································································································································································································································· 76 Style Guidelines – Logo ··································································································································································································································································· 77 Style Guidelines – Logo Clear Space ·················································································································································································································································· 78

Index Zaluna Brand Book ······································································································································································· 57-102 Style Guidelines – Logo Prohibited Use ··············································································································································································································································· 79 Style Guidelines – Logo Usage ·························································································································································································································································· 80 Style Guidelines – Color Coding ························································································································································································································································ 81 Style Guidelines – Color Dial ···························································································································································································································································· 82 Style Guidelines – Colors ··························································································································································································································································· 83-84 Style Guidelines – Typography ··················································································································································································································································· 85-86 Style Guidelines – Photography ··················································································································································································································································· 87-89 Style Guidelines – Pattern ························································································································································································································································ 90-91 Style Guidelines – Texture ························································································································································································································································ 92-93 Style Guidelines – Pattern ······························································································································································································································································ 94 Style Guidelines – Pattern Use ························································································································································································································································ 95 Style Guidelines – Brand Application ··········································································································································································································································· 96-101 QR code Zaluna Brand Book ·························································································································································································································································· 102

Adona Brand Book ····································································································································································· 103-145 Brand Guidelines – Overview ···························································································································································································································································105 Brand Guidelines – Resort Description ················································································································································································································································106 Brand Guidelines – Unique Selling Point ··············································································································································································································································107 Brand Guidelines – Value Proposition ················································································································································································································································ 108 Brand Guidelines – The Experience ··················································································································································································································································· 109 Brand Guidelines – Signature Standards ·············································································································································································································································110 Brand Guidelines – Personalized Experiences ······································································································································································································································111 Brand Guidelines – Guest Profile ················································································································································································································································ 112-115 Brand Guidelines – Verbal Identity ··················································································································································································································································· 116 Brand Guidelines – Verbal Guidelines ················································································································································································································································ 117 Brand Guidelines – Campaigns ················································································································································································································································· 118-121 Style Guidelines – Campaigns ·························································································································································································································································· 123 Style Guidelines – Logo ·································································································································································································································································· 124 Style Guidelines – Logo Clear Space ················································································································································································································································· 125

Index Adona Brand Book····································································································································································· 103-145 Style Guidelines – Logo Prohibited Use ············································································································································································································································ 126 Style Guidelines – Logo Usage ························································································································································································································································ 127 Style Guidelines – Color Coding ······················································································································································································································································ 128 Style Guidelines – Color Dial ·························································································································································································································································· 129 Style Guidelines – Overview ·························································································································································································································································· 130 Style Guidelines – Typography ················································································································································································································································· 131-133 Style Guidelines – Photography················································································································································································································································· 134-135 Style Guidelines – Pattern ························································································································································································································································136-138 Style Guidelines – Pattern Use ······················································································································································································································································· 139 Style Guidelines – Brand Application ········································································································································································································································· 140-144 QR code Adona Brand Book ························································································································································································································································· 145

Ademar Brand Book ································································································································································· 146-188 Brand Guidelines – Overview ···················································································································································································································································148 Brand Guidelines – Resort Description ··············································································································································································································································149 Brand Guidelines – Unique Selling Point ·············································································································································································································································150 Brand Guidelines – Value Propositions ··············································································································································································································································151 Brand Guidelines – Authentic Journeys ·············································································································································································································································152 Brand Guidelines – The Experience ··················································································································································································································································153 Brand Guidelines – Personalized Experiences ······································································································································································································································154 Brand Guidelines – Guest Profile ············································································································································································································································· 155-158 Brand Guidelines – Verbal Identity ·················································································································································································································································· 159 Brand Guidelines – Verbal Guidelines ·············································································································································································································································· 160 Brand Guidelines – Campaigns ·············································································································································································································································· 161-163 Style Guidelines – Colors ································································································································································································································································165 Style Guidelines – Logo ·································································································································································································································································166 Style Guidelines – Logo Clear Space ··············································································································································································································································· 167 Style Guidelines – Logo Prohibited Use ············································································································································································································································ 168 Style Guidelines – Logo Usage ······················································································································································································································································ 169

Index Ademar Brand Book ·································································································································································· 146-188 Style Guidelines – Color Coding ······················································································································································································································································· 170 Style Guidelines – Color Dial ··························································································································································································································································· 171 Style Guidelines – Colors ··································································································································································································································································172 Style Guidelines – Typography ···················································································································································································································································173-174 Style Guidelines – Photography ··················································································································································································································································175-177 Style Guidelines – Pattern ·························································································································································································································································178-180 Style Guidelines – Pattern Use ························································································································································································································································181 Style Guidelines – Brand Application ············································································································································································································································182-187 QR code Ademar Brand Book ·························································································································································································································································188

Zommer Brand Book ································································································································································· 189-231 Brand Guidelines – Overview ····························································································································································································································································191 Brand Guidelines – Brand Theme ······················································································································································································································································192 Brand Guidelines – Positioning Statement ··········································································································································································································································193 Brand Guidelines – Unique Selling Point ············································································································································································································································194 Brand Guidelines – Value Propositions ··············································································································································································································································195 Brand Guidelines – The Experience ············································································································································································································································196-197 Brand Guidelines – Personalized Experiences ·····································································································································································································································198 Brand Guidelines – Guest Profile ··············································································································································································································································· 199-200 Brand Guidelines – Verbal Identity ·················································································································································································································································· 201 Brand Guidelines – Verbal Guidelines ·············································································································································································································································· 202 Brand Guidelines – Campaigns ··············································································································································································································································· 203-208 Style Guidelines – Logo ··································································································································································································································································210 Style Guidelines – Logo Clear Space ················································································································································································································································ 211 Style Guidelines – Logo Prohibited Use ············································································································································································································································ 212 Style Guidelines – Logo Usage ························································································································································································································································ 213 Style Guidelines – Colors ································································································································································································································································ 214

Index Zommer Brand Book ··································································································································································· 189-231 Style Guidelines – Color Coding ······················································································································································································································································· 215 Style Guidelines – Color Use Dial ······················································································································································································································································ 216 Style Guidelines – Typography ·················································································································································································································································· 217-219 Style Guidelines – Photography ················································································································································································································································· 220-222 Style Guidelines – Pattern ·························································································································································································································································223-225 Style Guidelines – Brand Application ·········································································································································································································································· 226-230 QR code Zommer Brand Book ························································································································································································································································ 231

BRAND

GUIDELINES

Brand Guidelines

B R AND OVERVIE W

YOUR STORY RESORTS

A Premium Resort Collection. There is a gap in the all-inclusive market, traditional interpretations of luxury and all-inclusive experiences have failed to captivate emerging consumer segments. Your Story Resorts is a luxury all-inclusive resort portfolio that fills that void. Designed to deliver Authentic JourneysTM and personalized experiences in some of the world’s most beautiful settings, Your Story Resorts inspires guests to recharge, reconnect and share meaningful experiences while writing the next chapter of their vacation story.

Brand Overview

BRAND OVERVIEW Your Story Resorts was designed to address new trends, tastes and generations for the all-inclusive market.

CHANGING DEMOGRAPHICS

Brand Overview

DEMAND FOR PERSONALIZATION

FOCUS ON LOCAL AND CULTURAL IMMERSION

DESIRE TO RENEW, RECONNECT AND REDISCOVER

REDEFINED SPACES

BR AND ARCHITECTURE A Pre miu m Reso r t C olle c tio n .

More Than One Story To Tell Because every story deserves a unique setting. Your Story Resorts are hand-selected for their natural beauty, inspired by local culture as guests savor some of the most stunning destinations in the Caribbean and Mexico. Luxury Family Vacation Experience

Brand Architecture

Adventures for Families and The Young At Heart

Luxury Adult Exclusive Resort

Lifestyle Adults-Only Escape

B R AND OVERVIE W Transform the traditional all-inclusive models and perceptions

Our Brand Commitment Our ultimate pledge to make a lasting impact and

Create personalized and local experiences

Ensure social and environmental responsibility

emotional connection with customers to deliver an unforgettable brand experience.

Steadfast commitment to Signature Standards

Deliver a sales and marketing strategy that resonates, connects and converts consumers

Brand Overview

BR AND POSITIONING

YOUR STORY RESORTS

A Premium Resort Collection.

From every curated detail, Your Story Resorts is a personalized resort experience that is a true expression of each and every guest.

For some of us, relaxation is where we recharge, for others, it’s pulse-pounding adventures that make us feel most alive. Whether it’s vacationing with family, a romantic getaway, or a relaxing escape, Your Story Resorts, a Premium Resort Collection, is re-imagining all-inclusive travel where thoughtfully crafted explorations and breathtaking Caribbean beauty are included with your stay.

Brand Positioning

BR AND

178

GUIDELINES

B R AND OVERVIE W

Today’s travelers, especially Millennials, seek experiences that translate honesty and authenticity; they are searching for

They Value

They Avoid

Relaxed Luxury

Formal Settings

Digital That’s Convenient

more than what the market is delivering today. It’s more than just Instagrammable moments, they are yearning for a “sense of place” and deeper connections.

(just for the sake of digital)

Authentic

Contrived Experiences

Meaningful Connections

Broad Consumer Catering

(Brand and Product Interactions)

Community

Tr a v e l e r P r o f i l e

Digital That’s Inconvenient

(a sense of purpose, local culture, sustainability)

Conventional Thinking

Personalization

Excess

FA M I LY T R AV E L Millennial and multigenerational families that want to enjoy time together. They look for varying experiences that appeal to all ages, tastes, and preferences.

T R AV E L E R P R O F I L E S

A D U LT T R AV E L E R Couples, singles, and “DINKs” looking for an adults-

YOUR STORY RESORTS

A Premium Resort Collection.

only vacation. Ideal for honeymooners with no kids around. All adventures are welcomed from local experiences to culinary crusades.

ALL-INCLUSIVE RESORT ENTHUSIAST Avid Mexico and Caribbean vacationers that enjoy relaxation, mouth-watering cuisine, and chilled beer at luxury all-inclusive beachfront properties. They love water activities or taking a dip in the private pool at the resort. Tr a v e l e r P r o f i l e s

T H E C U LT U R A L LY INTRIGUED EXPLORER Travelers willing to immerse themselves in an unfamiliar experience and find a complete break from what they’re used to at home. They like spaces, products, food, and activities inspired by the local culture. They want to learn more about

T R AV E L E R P R O F I L E S

the destination’s history and traditions.

YOUR STORY RESORTS

A Premium Resort Collection.

H E A LT H & W E L L N E S S T R AV E L E R Body, mind, and spirit-loving guests looking for vacation retreats away to recharge from the hustle-bustle of urban lifestyle. They are always in search of relaxation, exercise, restorative beauty, and healthy food and beverage selections.

Tr a v e l e r P r o f i l e s

U N I Q U E VA L U E PROPOSITION

A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.

Exclusivity

Discover y

A personalized experience devoted entirely to one’s

Each Your Story Resort is authentic and true to its

rest and enjoyment - where uniqueness becomes the

surroundings, evoking a sense of place and discovery.

heart of the adventure. Each stay is an opportunity for

A premium yet welcoming ambiance is filled with

guests to fully immerse themselves in encounters that

impeccable hospitality, breathtaking views, exceptional

enrich their self-awareness and inspire them to write

settings, and a deep appreciation of the environment

their own stories.

through sustainability.

Authenticity

Connection

Through our Authentic JourneysTM, guests can explore

Life’s most special moments are meant to be shared.

the distinctive flavors of the region and deep bonds

Your Story Resorts cultivates a deeper connection for

with the local culture that are apparent in every

all guests. It is the underlying theme of the journey,

touchpoint of the guest experience.

wrapped into each encounter, exploration and extraordinary setting.

Unique

Value

Proposition

R E I M A G E D A L L- I N C L U S I V E T R AV E L AU T H E N T I C J O U R N E YS ™ – I N C L U D E D

Reimaged All-Inclusive Travel Your Story Resorts is a premium resort collection providing Authentic Journeys, Personalized Experiences and Signature

PERSONALIZED EXPERIENCES

StandardsTM in some of the world’s most beautiful settings, enabling guests to write their very own vacation story.

Your Story Resorts is re-imagining all-inclusive travel where thoughtfully crafted explorations, deeper cultural connections and breathtaking Caribbean beauty are included with each visit. S I G N AT U R E S TA N D A R D S

Unique Selling Point

Authentic Journeys™ A curated collection of captivating adventures that engage today’s luxury, lifestyle and family travelers with the local culture. We encourage exploration among spectacular settings so guests can connect with their surroundings, reconnect with the ones closest to them and rediscover themselves.

Authentic Journeys™

Global Culinary Crusades: Discover the unique flavors of the destination, sensory experiences, creative menus and fresh ingredients.

Local and Cultural Immersion: Rooted in the local communities that surround the resort, we present the destination in the purest form.

Health & Wellness Paths: Balance the body and mind where you return home healthier and happier.

Signature Standards

Smart Stays: Technology designed to create a personalized experience, provide the utmost in convenience and respond quickly to guests needs.

Sustainable Surroundings: Dedicated to the environment and social impact.

Distinctive ideals that set the scene to surpass our guests’ expectations for unique and

Innovative Music and Arts Programming:

personalized travel experiences. With an array

World-class entertainment and creative arts evoking the spirit of the destination.

of amenities from smart and sustainable stays to global culinary crusades, culturally inflected programming, and exceptional service, it’s a new

Redefined Spaces: Design inspired by a sense of place that echoes the destination’s character, culture, and uniqueness with premium room design, transformative and communal areas, and experiential social spaces.

era of luxury all-inclusive travel. Tailor-Made Events: Delightfully uncommon and distinctly local. From one-of-a-kind venues to picture-perfect backdrops filled with inspiration and celebration. Signature Standards

Exceptional Service:

An unwavering passion and dedication to exceptional customer service.

Artisans of Adventure™

Personalized Experiences

Our Artisans of Adventure are always available to help families create and navigate their customized journeys.

Free of structured itineraries with room for interpretation, we thrive on anticipation of the unexpected.

Exploration Connoisseurs™

Personalized Experiences

No two guest’s stories are the same and our Exploration Connoisseurs are specialized in planning unique explorations for all.

VERBAL IDENTIT Y

Combining The Tone, The Voice & The Language The Your Story Resort premium resort collection has been established to meet the unmet demand in the marketing place for a new perspective of the all-inclusive resort experience to serve a wide array of customers through distinct and unique brands.

Ve rbal Ide ntit y

B R AND VOICE

The brand voice is locally influenced, elegantly curated and crafts an entirely new all-inclusive category. Upscale but laid back, it focuses on discerning tastes with a worldly twist.

Ve rbal Ide ntit y

Authentic Curated Relaxed Luxury

B R A N D TO N E

The brand tone uses cultural inflection to immerse the audience in bold and beautiful feelings. It ignites adventure and spurs emotion to engage in a welcoming way with Your Story Resorts and inspires guests to write a new chapter in life’s narrative.

Ve rbal Ide ntit y

Adventurous Accessible Curious

B R AND L ANGUAG E

The brand language provides a warm and inviting atmosphere that is associated with a premium experience that is defined consistently and confidently throughout the entire Your Story Resorts collection.

Ve rbal Ide ntit y

Aspirational Inviting Imaginative

V ERBAL GUID ELINES

How The Brand Communicates

Ve rbal Ide ntit y

Words/Phrases We Use

Words/Phrases We Don’t Use

A Premium Resort Collection

A Luxury Resort Portfolio/Five Star

Inspire

Arrange/Schedule

Authentic Journeys

Tour/Trip

Adventures/Explorations

Excursions

Distinctive and Unique

Exclusive/VIP

Authentic

Original

Luxury

4-Star

Exploration

Tour

Signature Standards

Inclusions

All-Inclusive Resort Experience

All-Inclusive (noun)

CAMPAIGN MESSAGING

Get lost, to be found, Your Story Resorts Distinctly Yours, Authentic Journeys™ Included Endless Explorations. Lively Adventures. Leisurely Pursuits. Authentic Journeys™, Personalized Experiences, and Meaningful Moments Included Renew, Reconnect, Rediscover Your Story Resorts, Live It Savor your surroundings, this is Your Story Resorts – Live It! A luxury, bespoke, and authentic expression of each and every guest. Locally Inspired, when their story becomes part of yours. Authentic Journeys™ Included Campaigns

Your Reimagined All-Inclusive Experience Awaits

BRAND MARKETING S T R AT E G Y

Campaigns

BRAND MARKETING S T R AT E G Y

Campaigns

BRAND MARKETING S T R AT E G Y

Campaigns

BRAND MARKETING S T R AT E G Y

Campaigns

BRAND MARKETING S T R AT E G Y

Campaigns

Riviera Maya

•

Montego Bay

•

Punta Cana

ST YLE

29 37

GUIDELINES

Style Guidelines

THE D ESIG N

Design Inspired by Stunning Locales with a Fresh Perspective Our design and imagery includes regionally immersive explorations, relaxed resort luxury, and curated adventures.

Your Story Resorts features beaches and beautiful scenes but not in the traditional sense, leaving room for the imagination by evoking emotion to inspire their next travel journey. We express the brand through storytelling, point of view photography, hand scripted typography, unique color palettes and meaningful messaging. Style Guidelines

ST YLE GUID ELINES

GREAT BRANDS ARE A RESULT OF CAREFUL MANAGEMENT AND CONSISTENT EXECUTION OVER TIME.

A strong brand tells the world why they should choose you over all the other options in Style Guidelines

the market. A brand’s Style Guidelines tells your team how to stay true to that brand.

ST YLE GUID ELINES

Primary Logo A logo makes a strong first impression, it is the visual symbol that represents your business and the foundation of the brand. Your logo should be powerful, memorable, and separate you from the competition. A great logo will foster brand loyalty and evoke consumer trust through consistent recognition.

Style Guidelines

LO G O

Style Guidelines

LO G O C L E A R S PA C E

To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.

Style Guidelines

DO’S & DONT’S

Style Guidelines

distorted

rotated

off-brand background

off-brand color

rearranged

drop shadow

Light Background

LO G O U S A G E

These are examples of how our logo can be displayed against a variety of background colors and different images.

Although the use of our signature coral is always recommended, the use of our white variation should be chosen when used against much darker backgrounds, thus increasing contrast and readability.

Style Guidelines

Dark Background

LO G O U S A G E

Style Guidelines

Riviera Maya

•

Montego Bay

•

Punta Cana

Riviera Maya

•

Montego Bay

•

Punta Cana

C O LO R C O D I N G

Style Guidelines

Deep Ocean Blue

Coral

White Sand

Charcoal

Tropical Emerald

CMYK: 100, 80, 38, 28

CMYK: 0, 53, 46, 0

CMYK: 2, 2, 4, 0

CMYK: 63, 55, 54, 28

CMYK: 81, 20, 39, 1

RGB: 1, 56, 94

RGB: 245, 144, 124

RGB: 246, 243, 239

RGB: 89, 89, 89

RGB: 0, 153, 158

PANTONE: 7694 C

PANTONE: 486 C

PANTONE: 663 C

PANTONE: 425 C

PANTONE: 7716 C

Occasional Accent Color Logo, CTA’s and Background

C O LO R D I A L

Text, Occasional Accent Color

20% 15%

20% Logo and Background

40%

Background Color Style Guidelines

Style Guidelines

“Life is not measured by the number of breaths we T YPOGRAPHY

take, but by the moments that take our breath away.” - Maya Angelou

Europa EuropaType is an independent type design and publishing platform founded by graphic designer & typographer Fabian Leuenberger in 2011. Style Guidelines

Typography must be licensed and purchased for use.

123

T YPOGRAPHY

“May your adventures bring you closer together, even as they take you far away from home.” - Trenton Lee Stewart

Allura Allura is the script format of the Allura Pro family. Like other designs by R ob Leuschke, Style Guidelines

Allura is stylized, yet very legible. Typography must be licensed and purchased for use.

123

Image G aller y

01 10 06

These images have all been selected to reflect the brand and stand as an example of the type of images to use. If you would like to purchase the images to the left, please follow the

corresponding links below:

07 16

• G E T IM AG E 01 HERE • G E T IM AG E 02 HERE • G E T IM AG E 03 HERE • G E T IM AG E 0 4 HERE

• G E T IM AG E 05 HERE

• G E T IM AG E 06 HERE • G E T IM AG E 07 HERE • G E T IM AG E 08 HERE • G E T IM AG E 09 HERE • G E T IM AG E 10 HERE

• G E T IM AG E 11 HERE • G E T IM AG E 12 HERE • G E T IM AG E 13 HERE

• G E T IM AG E 14 HERE • G E T IM AG E 15 HERE

Style Guidelines

• G E T IM AG E 16 HERE • G E T IM AG E 17 HERE

• G E T IM AG E 18 HERE 05

G R E E N F I LT E R

C O R A L F I LT E R

I M A G E F I LT E R S

When sourcing images look for wider shots, interspersed with closeups. Narrow depth of field is helpful for overlays. Try and get unfiltered images if you can.

Photography Filter Policies Style Guidelines

Add a levels adjust layer and boost the blacks a little and bring down the whites, then adjust the middle to soften the image and bring out more detail. This should make the image a little less high-key.

B R A N D A P P L I C AT I O N

EMPLOYEE NAME Job Title EMPLOYEE NAME

Your Story Resorts

Job Title

A Premium Resort Collection.

(555) 555-5555 A Premium Resor t Collection.

P: (555) 555-5555

Employee@YSResorts.com

E: Employee@YSResorts.com

YourStoryResorts.com

W: YourStoryResorts.com BUSINESS CARDS

LINKEDIN HEADER

Style Guidelines

E M A I L S I G N AT U R E

C O R P O R AT E M E R C H

Style Guidelines

Scan or click here to download Your Story Resorts Brand Book

BRAND

GUIDELINES

BRAND GUIDELINES Overview

Renew. Reconnect. Rediscover. Zaluna Resorts is a breathtaking paradise of lush landscapes and sun-kissed adventures curated to entertain, enrich and connect. It is the perfect balance of excitement matched equally with effortless luxury in a new chapter of the all-inclusive travel experience. Guests of all ages will immerse themselves in BRAND GUIDELINES Positioning Statement

unscripted adventures and page-turning explorations, creating new travel stories worth sharing - together.

Rewriting the All-Inclusive Experience Authentic Journeys™ Included Zaluna Resorts delights in reconnecting families through enriching expeditions that entertain and engage all ages. BRAND GUIDELINES Unique Selling Point

We’re re-writing the luxury all-inclusive story that creates moments for today and memories for tomorrow.

Value Propositions Amidst lavish hospitality and stunning surroundings, families are inspired to experience the art of luxury all-inclusive travel. Immersed in thoughtfully crafted explorations, bespoke amenities and cultural connections, Zaluna Resorts is a personalized voyage that creates newfound meaning in the moments that become the stories of their lives.

BRAND GUIDELINES Value Propositions

Authentic Journeys™

Signature Standards

Personalized E xperiences

Authentic Journeys™ A curated collection of captivating adventures for all ages that engage today’s luxury travelers with the local culture and spark curiosity in their spirit. We encourage exploration among spectacular settings so guests can connect with their surroundings, reconnect with the ones closest

BRAND GUIDELINES Authentic Journeys

to them and rediscover themselves. TM

Global Culinary Crusades Discover the unique flavors of the destination, sensory experiences, creative menus and fresh ingredients. Local and Cultural Immersion Rooted in the local communities that surround the resort, we present the destination in the purest form.

Signature Standards Distinctive ideals set the scene to surpass your expectations for unique and personalized travel experiences. With an array of amenities from smart and sustainable stays to global culinary crusades, culturally inflected programming, and BRAND GUIDELINES T he Experience

exceptional service, it’s a new era of family allinclusive travel.

Health & Wellness Paths Balance the body and mind where you return home healthier and happier. Smart Stays Technology designed to create a personalized experience, provide the utmost in convenience and respond quickly to guests needs. Sustainable Surroundings Dedicated to the environment and social impact. Innovative Music and Arts Programming World-class entertainment and creative arts evoking the spirit of the destination. Family/Kid Centric Activities Experiences cultivated to enrich the family dynamic leaving kids inspired to write their own story. Redefined Spaces Design inspired by a sense of place that echoes the destination’s character, culture, and uniqueness with premium room design, transformative and communal areas, and experiential social spaces. Tailor-Made Events Delightfully uncommon and distinctly local. From one-of-a-kind venues to picture-perfect backdrops filled with inspiration and celebration.

Exceptional Service An unwavering passion and dedication to a superior guest experience.

Personalized Experiences Curated Travel Stories Free of structured itineraries with room for interpretation, we thrive on anticipation of the unexpected. No two family’s stories are the same, and our Artisans of Adventure are BRAND GUIDELINES Personalized Experiences

always available to help guests navigate their customized journey, balancing all personal preferences.

Traveling With A Toddler

Mike 36

Amy 35

Aiden 2

BRAND GUIDELINES

Mike and Amy are taking their first trip with their 2-year-old son, Aiden. Nerves and excitement surround the journey, but the

Guest Profiles

new parents will be put at ease with the conveniences offered for children at Zaluna Resorts. With Signature Standards and Personalized Experiences, Aiden will be entertained and amused while Mike and Amy get to sneak in a romantic candle-lit dinner on the beach. With the endless amenities to entice all ages, Mike, Amy, and Aiden will be able to fill their photo albums and camera rolls with memories that will last a lifetime.

Multigenerational Travel

G randp a J ohn 72

G randma S hirley 70

Frank 42

Jill 39

Carrisa 6

BRAND GUIDELINES

The Jacobs are a busy family and Grandma and Grandpa haven’t spent quite as much time with

Guest Profiles

the grandkids as they would like. So, everyone is packing up for a week-long trip to Mexico for some memorable quality time, completely disconnected and full of meaningful moments.

B en 4

From Teens to In-between

Tom 47

Claire 44

Emma 16

N o ah 13

Liam 7

BRAND GUIDELINES

Tom and Claire have a big family with lots of opinions. Pleasing everyone is a tall task but Zaluna Resorts curates

Guest Profiles

a vacation that provides an array of options to satisfy even the most particular teenager. Everyone ends up happy, and happy families always find a way to reconnect in the memories.

Verbal Identity Our stories reveal our uniqueness and we select words that draw us in and develop relationships with the characters and story as it unfolds. We create emotional connections with our customers that evoke connection, enrichment, and captivation.

VOICE

TONE

LANGUAGE

PURPOSE

Genuine

Aspirational

Luxurious

Connect

GUIDELINES

Idyllic

Enthusiastic

Considerate

Enrich

Verbal Identity

Sophisticated

Sincere

Charismatic

Captivate

BRAND

Words We Use

Words We Don’t Use

Enriching

Educational

Reconnect

Restore

Authentic

Original

Verbal consistency is essential across all

Luxury

4-Star

consumer touch points to build familiarity

Exploration

Tour

and trust with your audience.

Captivating

Alluring

Signature Standards

Inclusions

Family All-Inclusive Travel

All-Inclusive (noun)

Verbal Guidelines

BRAND GUIDELINES Verbal Guidelines

Campaign Messaging Page Turning Explorations Zaluna Resorts, Authentic Journeys™ Included

Lively Adventures. Leisurely Pursuits. Zaluna Resorts, A Story Worth Sharing

BRAND GUIDELINES Campaigns

Renew. Reconnect. Rediscover.

Zaluna Resorts, Coming to Riviera Maya 2021

Imagine The Stories You Will Make Here Zaluna Resorts, Memories Included

BRAND GUIDELINES Campaigns

Alternate Tagline: Smiles In Full Swing

BRAND GUIDELINES Campaigns

Campaigns are not final campaigns and are used to demonstrate the brand in practical application. Images are for illustrative use only. Rights must be purchased from image stock provider or photographer.

BRAND GUIDELINES Campaigns

STYLE

GUIDE

STYLE GUIDELINES Colors

STYLE GUIDELINES Logo

X 4x

STYLE GUIDELINES Logo Clear Space

STYLE GUIDELINES Logo Prohibited Use

Light Background

Dark Background

Logo Usage These are examples of how our logo can be displayed against a variety of background colors and different images. Although the use of our signature red is always recommended, the use of our STYLE GUIDELINES Logo Usage

P U N TA C A N A

•

R I V I ER A M AYA

•

M O N T EG O B AY

P U N TA C A N A

•

R I V I ER A M AYA

•

M O N T EG O B AY

white variation should be chosen when used against darker backgrounds, thus increasing contrast and readability.

Location Extension

RAISIN NAVY

HEX: 2B2C3A RGB: 43, 44, 58 CMYK: 26, 24, 0, 77

MIDDLE BLUE GREEN

HEX: 7BD2BF RGB: 123, 210, 191 CMYK: 41, 0, 9, 18

STYLE GUIDELINES Color Coding

PERMANENT GERANIUM LAKE

WHITE

MEDIUM TURQUOISE

HEX: DD212B

HEX: FFFFFF

HEX: B2EAE0

RGB: 221, 33, 43

RGB: 255, 255, 255

RGB: 178, 234, 224

CMYK: 0, 85, 81, 13

CMYK: 0, 0, 0, 0

CMYK: 24, 0, 4, 8

Logo, CTA’s and Accent Color

Accent & Small Background Areas

10%

Background Color

10%

50%

STYLE

20%

GUIDELINES Color Dial

Text, Occasional Accent Color

Supporting Text

STYLE GUIDELINES Colors

JOSEFIN SANS AaBbCc AaBbCc 012345 The idea of this typeface is to be geometric, elegant, with a vintage feeling, for use at larger sizes. It is STYLE GUIDELINES Typography

inspired by geometric sans serif designs from the 1920s. The x-height is half way from baseline to cap height, an unusual proportion.

85 Typography must be licensed and/or purchased for use.

“Sometimes you will never know the value of a moment until it becomes a memory” - Dr. Seuss

Playfair Display AaBbCc AaBbCc 012345 The Playfair design lends itself to the European Enlightenment in the late 18th century, and while it is not a revival of any particular STYLE GUIDELINES Typography

design, it takes influence from the designs of John Baskerville. Being a Display design in the transitional genre, functionally and stylistically it can accompany Georgia for body text.

86 Typography must be licensed and/or purchased for use.

“Two of the greatest gifts we can give our children are roots and wings” – Hodding Carter

PRI O R TO PH OTO ED ITI N G

P OS T PH OTO ED ITI N G

Photography Selection and Editing Lifestyle photography should be natural, engaging, immersive and, above all, it should be able to tell a story. Color replacement (brand), saturation/hue adjustment, and STYLE GUIDELINES Photography

exposure tuning are highly recommended photo adjustments to the achievement of Zaluna’s signature look and feel.

G R AY S C A L E F I LT E R

G R A D I E N T F I LT E R

D E S AT U R AT E D F I LT E R

STYLE GUIDELINES Photography

Photog raphy Filter Polic ies Adding gradient into the photography produces a dynamic effect that can instantly create an even more dramatic experience. Infuse, mix and overlay colors within photography to enhance and heighten its emotional power. Decrease photo saturation by 50-60% before applying a hint of color (gradient) from one of its corners.

Image Galler y

15 01

These images have all been selected to reflect the brand and stand as an example of the type of images to use. If you would like to purchase the images to the left, please follow

the corresponding links below:

02 07 16

• GET IMAGE 01 HERE • GET IMAGE 02 HERE • GET IMAGE 03 HERE • GET IMAGE 0 4 HERE • GET IMAGE 05 HERE • GET IMAGE 06 HERE • GET IMAGE 07 HERE

• GET IMAGE 0 8 HERE • GET IMAGE 09 HERE • GET IMAGE 10 HERE

STYLE GUIDELINES 08

Photography

04 04

89 09

• GET IMAGE 12 HERE • GET IMAGE 13 HERE • GET IMAGE 14 HERE • GET IMAGE 15 HERE • GET IMAGE 16 HERE • GET IMAGE 17 HERE • GET IMAGE 18 HERE

• GET IMAGE 11 HERE

STYLE GUIDELINES Pattern

Zaluna Resorts

Imagine The Stories You Will Make Here Zaluna Resorts delights in reconnecting families through enriching expeditions that entertain and engage all ages. Learn More

STYLE GUIDELINES Pattern

STYLE GUIDELINES Texture

Texture Usage

POOL ARE A

WE LCO M E !

Text over texture Logo over texture Colored area over texture

Text Here

Texture over texture Pattern and texture combination STYLE GUIDELINES Texture

Colored textured

Text Here

TE X T

STYLE GUIDELINES Pattern

Pattern Use Policies

1 2 STYLE GUIDELINES Pattern Use

Pre-approval from marketing team and brand manager is required prior to the application of our pattern to any marketing or collateral material.

The use of the pattern as background to logo or its wordmark is prohibited.

The use of the pattern for digital media materials such as a website or a wallpaper background should be selective and based on use percentages covered in this book.

STYLE GUIDELINES Brand Application

100

STYLE GUIDELINES Brand Application

101

Scan or click here to download Zaluna Brand Book

102

BR AND

GUIDELINES

Overview

105

Alluring Luxury, Designed for Desire Adona is an adult exclusive luxury resort for travelers that seek intimate settings and exquisite service. It’s an Authentic Journey™ where guests are enticed to form deeper connections with their cultural surroundings and with each other.

Resort Description

106

Rewriting the All-Inclusive Experience

Authentic Journeys™ Included

We’re rewriting the luxury all-inclusive story to meet the desire of today’s sophisticated travelers. Adona Resorts crafts a personalized, adult exclusive escape infused with local flavors, culture and alluring adventures.

Unique Selling Point

107

Value Propositions Surrounded by luxury as impressive as the Caribbean landscapes, adults are captivated by thoughtfully crafted explorations, elevated amenities and personalized experiences. Each guest’s Authentic Journey™ is cultivated with modern touches and infused with intimacy. And the best part - it’s included.

A uthentic J ourney s™ Value Propositions

108

S ignature Standards

Per sonalize d Exp eriences

Authentic Journeys™ Alluring and immersive adventures across the entire guest experience that engage today’s travelers with the local culture and spark curiosity in their spirit. We encourage exploration so companions can surround themselves with new experiences while powerfully connecting with each other, and rediscovering themselves.

The Experience

109

Global Culinary Crusades: Discover the unique flavors of the destination, sensory experiences, creative menus and fresh ingredients.

Local and Cultural Immersion: Rooted in the local communities that surround the resort, we present the destination in the purest form.

Health & Wellness Paths:

Signature Standards Distinctive ideals that set the scene to surpass our guests’ expectations for unique and

Balance the body and mind where you return home healthier and happier.

Smart Stays: Technology designed to create a personalized experience, provide the utmost in convenience and respond quickly to guests needs.

Sustainable Surroundings: Dedicated to the environment and social impact.

personalized travel experiences. With an array

Innovative Music and Arts Programming:

of amenities from smart and sustainable stays

World-class entertainment and creative arts evoking the spirit of the destination.

to global culinary crusades, culturally inflected programming, and exceptional service, it’s a new era of luxury all-inclusive travel.

Tailor-Made Events: Delightfully uncommon and distinctly local. From one-of-a-kind venues to picture-perfect backdrops filled with inspiration and celebration.

Signature Standards

110

Exceptional Service: An unwavering passion and dedication to exceptional customer service.

Personalized Experiences Curated Travel Stories Free of structured itineraries with room for interpretation, we thrive on anticipation of the unexpected. No two guests’ stories are the same, and our Exploration Connoisseurs are always available to help guests navigate their customized journey, balancing the passions of luxury travelers.

Personalized Experiences

111

Guest Profiles HONEYMOONERS

Rus s

L exi

Russ and Lexi just tied the knot and are ready to be pampered in paradise. Adona Resorts is the ideal destination to start their new life together. They are looking for a balance of serenity that pairs with a touch of adventure. The Authentic Journeys™ offered the lovebirds an amazing ziplining experience that was followed by a unique mud facial treatment in the middle of the jungle. They were happy to walk straight from the aisle to Adona. Guest Profiles

112

Guest Profiles ESCAPE TO PARADISE

Er ic

M ich e ll e

Phillip

B eth

Eric and Michelle are joining their friends Phillip and Beth to escape the chaotic lives of being the parents of teenagers. They are ready to trade the carpool for a swim-up pool. These couples never have a moment for themselves and are ready for a little me time that includes unique and Authentic Journeys™, as well as a romantic couples massage to reignite the romance for each pair. Guest Profiles

113

Guest Profiles I DO FOR JUST ME AND YOU

J ar ro d

T if f any

Jarrod and Tiffany plan a yearly getaway but this year it will be a bit different as these two are getting married in a private ceremony at Adona Resorts. The ease of the hotel’s wedding planning services allowed the couple to trust the experts to design an incredible wedding journey while focusing on their future life together and more importantly the opportunity to savor every second. The newlyweds immersed themselves in a Mexican culinary crusade with a tequila tasting of local spirits Guest Profiles

114

and sampling of traditional dishes. It truly was a taste for what is to come.

Guest Profiles A LOVE FOR LIFE

Paul

J an et

Paul and Janet have been married for 30 years and are looking to celebrate their silver anniversary in the sand. Adona Resorts offers an undeniable allure where Paul and Janet can let adventure lead the way and discover new passions together. They quickly learned that to rediscover each other is to discover new things together and they embarked on exciting Authentic Journeys™, that will leave lasting memories for years to come. Guest Profiles

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Verbal Identity

116

VOICE

TONE

LANGUAGE

PURPOSE

Modern

Alluring

Refined

Imagination

Intimate

Zestful

Expressive

Connection

Altruistic

Tranquil

Lush

Restorative

Verbal Guidelines Verbal consistency is essential across all consumer touch points to build familiarity and trust with your audience.

Verbal Guidelines

117

Words We Use

Words We Don’t Use

Alluring

Tempting

Desire

Sexy

Serenity

Breathless

Sophisticated

Extravagant

Luxury

5-Star

Couples

Lovers

Adult Exclusive

Adults Only

Paradise

Oasis

Signature Standards

Inclusions

All-Inclusive Resort Experience

All-Inclusive (noun)

A lluring Luxur y, Designed for Desire Adona Resorts, Equ al Par ts Restorative and Romantic .

Campaign Messaging

Uniquely Unscripted - Adona Resorts, Authentic Journeys TM Included - Adona Resorts, Rediscover Romance

Your Nex t Chapter Await s Campaigns

118

- Adona Resorts, An Adult Exclusive Experience - Adona Resorts, Coming Soon Riviera Maya 2022

Campaigns

119

Campaigns

120

Campaigns

121

S T YLE

122

GUIDE

Campaigns

123

Logo

124

X 4x

Logo Clear Space

125

Logo Prohibited Use

126

Light Background

Dark Background

Logo Usage These are examples of how our logo can be displayed against a variety of background colors and different images. Although the use of our signature blue is always recommended, the use white

PUNTA CANA

•

RIVIER A M AYA

•

MONTEGO BAY

PUNTA CANA

•

RIVIER A M AYA

•

MONTEGO BAY

should be chosen when used against darker backgrounds, thus increasing contrast and readability.

Logo Usage

127

Location Extension

Color Coding

128

Sapphire Blue

Isabelline

Pure White

HEX: 14679A

HEX: F3F0EE

HEX: FFFFFF

RGB: 20, 103, 154

RGB: 243, 240, 238

RGB: 255, 255, 255

CMYK: 87, 33, 0, 40

CMYK: 0, 1, 2, 5

CMYK: 0, 0, 0, 0

Blue NCS

Timberwolf

Silver Chalice

HEX: 0389B2

HEX: D7D3C8

HEX: AAA7A1

RGB: 3, 137, 178

RGB: 215, 211, 200

RGB: 170, 167, 161

CMYK: 98, 23, 0, 30

CMYK: 0, 2, 7, 16

CMYK: 0, 2, 5, 33

Text, Background

Main Color, Background, Text

15% 25%

25% Negative and Background Color

10% Accent Color, Some Text

18% 5% 20%

Some Background

Color Dial

129

Background Color

Overview

130

“In Life, It’s Not Where You Go, It’s Who You Travel With” - Charles Schulz

Typography

131

Brandon Started by Hannes von Döhren as a young graphic designer with a passion for letters, HvD evolved to an established type foundry working together with clients, agencies and experts. Using the act of creation itself, as our driving force, we have produced a balanced array of playful and professional typefaces, always underpinned by expert execution, including FF Mark, Pluto, Reklame Script or Brandon Grotesque. Typography must be licensed and purchased for use.

“Travel is like love, mostly because it’s a heightened state of awareness, in which we are mindful, receptive, undimmed by familiarity and ready to be transformed.” – Pico Iyer

Typography

132

Freight Freight Text is a serif typeface designed by Joshua Darden and published through GarageFonts in 2005. Freight is an extremely versatile superfamily with many different versions available, making it suitable for a wide range of typographic challenges. Other members of the superfamily include Freight Sans, Freight Neo, Freight Display and Freight Big. Freight Text is available in five weights—light, book, medium, bold and black—each with matching italics and small caps styles. Typography must be licensed and purchased for use.

PRIOR TO PHOTO EDITING

POST PHOTO EDITING

Photography Selection & Editing Lifestyle photography should be natural, engaging, immersive and, above all, it should be able to tell a story. Color replacement (brand), saturation/ hue adjustment, and exposure tuning are highly recommended photo adjustments to the achievement of Adona’s signature look and feel.

Photography

133

DARK BLUE FILTER

BEIG E FILTER

LIG HT BLUE FILTER

Photography Filter Policies Adding a tint color can make the text easier to read and add significant graphic impact. Photography

134

Infuse, mix and overlay colors within photography to enhance and heighten its emotional power.

Image G aller y

15 06

These images have all been selected to reflect the brand and stand as an example of the type of images to use. If you would like to purchase the

images to the left, please follow the corresponding links below:

07 16

• GE T IMAGE 01 HERE • GE T IMAGE 02 HERE

• GE T IMAGE 03 HERE • GE T IMAGE 04 HERE • GE T IMAGE 05 HERE

• GE T IMAGE 06 HERE • GE T IMAGE 07 HERE • GE T IMAGE 08 HERE • GE T IMAGE 09 HERE

13 08

• GE T IMAGE 10 HERE • GE T IMAGE 11 HERE • GE T IMAGE 12 HERE

• CUSTOM IMAGE • GE T IMAGE 14 HERE • GE T IMAGE 15 HERE

Photography

• CUSTOM IMAGE • CUSTOM IMAGE

135

• GE T IMAGE 18 HERE 05

Pattern

136

Pattern

137

Rediscover Romance /8

Equam faciminto est, soluptatus. Pa nestior eicillique nimaiorene expliquaspid estioris aut et volorrum, ut eatus. Osanda cum accatem incto Learn More

Pattern

138

Pattern Use Policies

1 2 3 Pattern Use

139

Pre-approval from marketing team and brand manager is required prior to the application of our pattern to any marketing or collateral material.

The use of the pattern as background to logo or its wordmark is prohibited.

The use of the pattern for digital media materials such as a website or a wallpaper background should be selective and based on use percentages covered in this book.

Brand Application

140

Brand Application

141

Brand Application

142

Brand Application

143

Brand Application

144

Scan or click here to download Adona Brand Book

145

BR AND

GUIDELINES

BRAND GUIDELINES

Overview

148

Bold Moments. Vibrant Views. Eccentric Escapes. Ademar is an adults-only escape that is filled with striking scenery and vibrant accommodations. This is where a guest’s dream comes into existence. Ademar is a reflection of true authenticity that embraces its surroundings and all those that join in on the journey.

BRAND GUIDELINES

Resort Description

The resort perfectly pairs eccentric adventure with electrifying vibes to unveil a true sense of place. This is an oasis designed to be discovered through thoughtful, forward-thinking touches that stimulate the mind, curate connection, and deliver effortless stays.

149

Rewriting the All-Inclusive Experience Authentic Journeys ™ Included Ademar Resorts artfully combines tranquility and thrill for adults seeking a new chapter in BRAND GUIDELINES

Unique Selling Point

150

the all-inclusive travel story.

Value Propositions Resort guests are encouraged to give in to their wanderlust to find growth and discovery through thoughtfully crafted explorations, deeper cultural connections, and breathtaking Caribbean beauty. We’re creating newfound meaning in the moments that become the stories of their lives. And the best part - it’s included.

BRAND GUIDELINES Va l u e P r o p o s i t i o n s

Authentic Journeys™

151

S ignature S tandards

Personalized E xperiences

Authentic Journeys™ Immersive adventures across the entire guest experience that engage today’s travelers with the local culture to awaken the senses, energize the soul, and rejuvenate the spirit. We encourage exploration so guests can connect with their surroundings, reconnect with the ones closest to them, and rediscover themselves. BRAND GUIDELINES A u t h e n t i c Jo u r n e ys T M

152

Global Culinary Crusades: Discover the unique flavors of the destination, sensory experiences, creative menus and fresh ingredients. Local and Cultural Immersion: Rooted in the local communities that surround the resort, we present the destination in the purest form. Health & Wellness Paths:

Signature Standards

Balance the body and mind where you return home healthier and happier. Smart Stays: Technology designed to create a personalized experience, provide the utmost in convenience and respond quickly to guests needs.

Distinctive ideals that set the scene to surpass

Sustainable Surroundings:

our guests’ expectations for unique and

Dedicated to the environment and social impact.

personalized travel experiences. With an array

Innovative Music and Arts Programming:

of amenities from smart and sustainable stays

World-class entertainment and creative arts evoking the spirit of the destination.

to global culinary crusades, culturally inflected programming, and exceptional service, it’s a BRAND GUIDELINES

new era of luxury all-inclusive travel.

The Experience Tailor-Made Events: Delightfully uncommon and distinctly local. From one-of-a-kind venues to picture-perfect backdrops filled with inspiration and celebration. Exceptional Service:

An unwavering passion and dedication to exceptional customer service.

153

Personalized Experiences Curated Travel Stories Free of structured itineraries with room for interpretation, we thrive on anticipation of the unexpected. No two guests’ stories are the same, and our community curators are always BRAND GUIDELINES P e rs o n a l i z e d E x p e r i e n c e s

154

available to help guests navigate their customized journey, balancing the personal preferences of all travelers.

FRIENDS FROM THE START

BRAND GUIDELINES Guest Profiles

Guest Profiles

J os h

J e s sica

Corey

Paig e

This group of Millennial friends met when they were all kids and have remained close ever since. Although they live in different cities now, they never miss a chance of getting together and reminiscing about the past and making new memories together. They will immediately hit the beach with a fresh agave margarita to plan out all the Authentic Journeys™ to be had.

155

VAC ATION FOR A LL

BRAND GUIDELINES Guest Profiles

Guest Profiles

Ch a d

M ike

Chad and Mike are looking for a welcoming and warm environment to escape the cold winter of New York City and soak up some sun. As an active couple, they were intrigued by the unique health and wellness opportunities that will balance out the many planned craft cocktails in celebration of their 4 year anniversary.

156

WO R K H A R D, P L AY H A R D

BRAND GUIDELINES Guest Profiles

Guest Profiles

D a ve

S us an

Dave and Sarah are always working and wouldn’t have it any other way. This power couple does not have children and enjoys the freedom and flexibility to get away when they can. They expect the right amount of chill mixed with the right amount of thrill. These two have an affinity for food and can’t wait to experience the true local cuisine offered as well as relax with a couples massage.

157

OUT OF OFFICE

BRAND GUIDELINES Guest Profiles

Guest Profiles

S us an

D anie l

J e nnif e r

H ann ah

L is a

J ohn

Susan is the owner of a digital marketing agency and wants to bring her innovative employees together to foster creativity and bright ideas. She is an entrepreneur with an out of the box approach and this company retreat will be no different. Ademar’s amazing group experiences with it’s unique redefined spaces for working and socializing is the ultimate place for more than just team building, it’s memory building.

158

VOICE

TONE

LANGUAGE

PURPOSE

Inviting

Relaxed

Trendy

Stimulate

GUIDELINES

Authentic

Inspiring

Aspirational

Evoke Curiosity

Ve r b a l Id e n t i t y

Conversational

Welcoming

Casual

Allure

BRAND

159

Words We Use

Words We Don’t Use

Indulge

Enjoy

Unwind

Let Go

Escape

Get Away

Connect

Meet

consumer touch points to build familiarity

Diverse

For Everyone

and trust with your audience.

Welcoming

LGBTQ Friendly

Inviting

Party

Spontaneous

Fun

Signature Standards

Inclusions

All-Inclusive Resort Experience

All-Inclusive (noun)

Verbal Guidelines Verbal consistency is essential across all

BRAND GUIDELINES Ve r b a l G u i d e l i n e s

160

Campaign Messaging

BRAND GUIDELINES Campaigns

Bold moments. Vibrant views. Eccentric Escapes. Now Arriving: Ademar

Ad ve n t u re s f o r A l l Bold moments. Vibrant views. Eccentric Escapes

S p l a s h. S i p. S a vo r. Culinary Crusades Included

I ’m A (Old Soul, Thrill Seeker, Me Time Maven, Weekend Warrior, Best Friend, Proud Husband).

Be You At Ademar 161

BRAND GUIDELINES Campaigns

162

BRAND GUIDELINES Campaigns

163

ST YLE

164

GUIDE

STYLE GUIDELINES C o l o rs

165

STYLE GUIDELINES Logo

166

5.5 x

X 4x

STYLE GUIDELINES Logo Clear Space

167

STYLE GUIDELINES Logo Prohibited Use

168

Light Background

Dark Background

Logo Usage These are examples of how our logo can be displayed against a variety of background colors and different images. Although the use of our signature blue is always recommended, the use of our sand color variation should be chosen when used against darker backgrounds, thus STYLE GUIDELINES

PUNTA CANA

•

R I V IER A M AYA

•

MONTEGO BAY

PUNTA CANA

•

R I V IER A M AYA

•

MONTEGO BAY

increasing contrast and readability.

Logo Usage

169

Location Extension

Vivid Sky Blue

New York Pink

Laurel Green

Cadet

HEX: 3ACAE8

HEX: E69292

HEX: 9EB094

HEX: 61757A

RGB: 58, 202, 232

RGB: 230, 146, 146

RGB: 158, 176, 148

RGB: 97, 117, 122

CMYK: 75, 13, 0, 9

CMYK: 0, 37, 37, 10

CMYK: 10, 0, 16, 31

CMYK: 20, 4, 0, 52

Pantone: 629 C

Pantone: 475 C

Pantone: 1265 C

Pantone: 138 C

Blizzard Blue

Seashell

Asparagus

Gunmetal

HEX: B0EBF0

HEX: FFFAF5

HEX: 87A175

HEX: 1A3340

RGB: 176, 234, 240

RGB: 255, 250, 245

RGB: 135, 161, 117

RGB: 26, 51, 64

CMYK: 27, 3, 0, 6

CMYK: 0, 2, 4, 0

CMYK: 16, 0, 27, 37

CMYK: 59, 20, 0, 75

Pantone: 640 C

Pantone: 420 C

Pantone: 1405 C

Pantone: 7587 C

STYLE GUIDELINES Color Coding

170

STYLE GUIDELINES Color Dial

171

STYLE GUIDELINES C o l o rs

172

FUTURA AaBbCc AaBbCc 012345 Futura is a geometric sans-serif typeface designed by Paul Renner and released in 1927. It was designed as a contribution on the New Frankfurt-project. It is based on STYLE GUIDELINES Ty p o g r a p h y

173

geometric shapes, especially the circle, similar in spirit to the Bauhaus design style of the period.

Typography must be licensed and/or purchased for use.

“A journey is best measured in friends, rather than miles.” - Tim Cahill

ITC BODONI 72 AaBbCc AaBbCc 012345 Bodoni 72 is a historical version of fonts of the great Italian typographer, punch-cutter and publisher Giambattista Bodoni (1740-1813) created by ITC. The typeface differs from modern versions based on geometrical STYLE GUIDELINES Ty p o g r a p h y

shapes and the new version is closer to the drawings which were created by the master. Bodoni 72 contains 3 groups of 4 styles each for 6, 12, and 72 points made with proportional and other changes of symbols depending on the applied font size.

174

Typography must be licensed and/or purchased for use.

“The world is a book and those who do not travel read only one page.” – St. Augustine

PRIOR TO PHOTO EDITING

POST PHOTO EDITING

Photography S elec tion & Editing Lifestyle photography should be natural, engaging, immersive and, above all, it should be able to tell a story. Color replacement (brand), saturation/ hue adjustment, and exposure tuning are highly recommended photo STYLE GUIDELINES Photography

175

adjustments to the achievement of Ademar’s signature look and feel.

B LU E F I LT E R

P I N K F I LT E R

G R E E N F I LT E R

STYLE GUIDELINES Photography

Photography Filter Policies Adding a tint color can make the text easier to read and add significant graphic impact. Infuse, mix and overlay colors within photography to enhance and heighten its emotional power.

176

Decrease photo saturation by 20-30% before applying color vingnette.

Image G aller y

15 06

These images have all been selected to reflect the brand and stand as an example of the type of images to use. If you would like to purchase the

images to the left, please follow the corresponding links below:

07 16

• GET IMAGE 01 HERE • GET IMAGE 02 HERE 12

• GET IMAGE 03 HERE • GET IMAGE 04 HERE • GET IMAGE 05 HERE

• GET IMAGE 06 HERE • GET IMAGE 07 HERE • GET IMAGE 08 HERE

STYLE GUIDELINES

• GET IMAGE 09 HERE

13 08

Photography

• GET IMAGE 10 HERE • GET IMAGE 11 HERE • GET IMAGE 12 HERE

• GET IMAGE 13 HERE • GET IMAGE 14 HERE • GET IMAGE 15 HERE • GET IMAGE 16 HERE 12

• GET IMAGE 17 HERE

177

• GET IMAGE 18 HERE 05

+ STYLE GUIDELINES Pattern

178

ROOM TYPES

STYLE GUIDELINES Pattern

179

Vibrant Views

STYLE GUIDELINES Pattern

180

Pattern Use Policies

STYLE GUIDELINES Pattern Use

181

1 2 3

Pre-approval from marketing team and brand manager is required prior to the application of our pattern to any marketing or collateral material.

The use of the pattern as background to logo or its wordmark is prohibited.

The use of the pattern for digital media materials such as a website or a wallpaper background should be selective and based on use percentages covered in this book.

STYLE GUIDELINES Brand Application

182

STYLE GUIDELINES Brand Application

183

STYLE GUIDELINES Brand Application

184

STYLE GUIDELINES Brand Application

185

STYLE GUIDELINES Brand Application

186

STYLE GUIDELINES Brand Application

187

Scan or click here to download Ademar Brand Book

STYLE GUIDELINES

188

189

BRAND

190 2

GUIDELINES

Overview

191 BRAND GUIDELINES

BRAND GUIDELINES

Carefree

Brand T heme

192

adjective

care • free : free from anxiety and responsibility, having no worries or troubles, bright, sunny, and joyful.

Where Carefree Comes Alive Zommer is a playful, carefree, upscale resort for families and the BRAND GUIDELINES

young at heart. It’s a place where guests discover that sometimes

Positioning Statement

193

you have to disconnect to connect, and they vacation to celebrate the many chapters of their lives.

Each stay is packed with worldly experiences, global culinary crusades, lively adventures, and leisurely pursuits, and the best part - it’s all included.

BRAND GUIDELINES

Rewriting the All-Inclusive Experience

Unique Selling Point

194

Authentic Journeys™ Included Zommer Resorts is curating extraordinary family experiences as we write a new chapter in the all-inclusive story to meet today’s travelers’ expectations.

Value Propositions We invite resort guests to seize every adventure as an opportunity for growth and discovery through thoughtfully crafted explorations, deeper cultural connections, and breathtaking Caribbean beauty. We’re creating newfound meaning in the moments

BRAND GUIDELINES

that become the stories of their lives. And the best part - it’s all included.

Authentic Journeys™ Va l u e P r o p o s i t i o n s

195

Signature Standards

Personalized E xperiences

Authentic Journeys™ Immersive adventures across the entire guest experience that engage BRAND GUIDELINES

today’s travelers with the local culture

T h e E xp e r i e n c e

196

and spark curiosity in their spirit. We encourage exploration so guests can connect with their surroundings, reconnect with the ones closest to them, and rediscover themselves.

Signature Standards BRAND GUIDELINES

Distinctive ideals to set the scene to surpass our guests’ expectations for unique and personalized travel experiences. With an array of amenities from smart and sustainable stays to global culinary crusades, culturally inflected programming, and exceptional service, it’s a new era of all-inclusive travel. T h e E xp e r i e n c e

197

Health & Wellness Paths: Balance the body and mind where you return home healthier and happier. Smart Stays: Technology designed to create a personalized experience, provide the utmost in convenience and respond quickly to guests needs. Sustainable Surroundings: Dedicated to the environment and social impact. Innovative Music and Arts Programming: World-class entertainment and creative arts evoking the spirit of the destination. Family/Kid Centric Activities: New friends and new adventures around every corner. Redefined Spaces: Design inspired by a sense of place that echoes the destination’s character, culture, and uniqueness with premium room design, transformative and communal areas, and experiential social spaces. Tailor-Made Events: Delightfully uncommon and distinctly local. From one-of-a-kind venues to picture-perfect backdrops filled with inspiration and celebration. Exceptional Service: An unwavering passion and dedication to a superior guest experience.

Personalized Experiences

BRAND GUIDELINES

Curated Travel Stories

P e r s o n a l i z e d E xp e r i e n c e s

198

Free of structured itineraries with room for interpretation, we thrive on anticipation of the unexpected. No two guests’ stories are the same, and our artisans of adventure are always available to help guests navigate their customized journey, balancing all personal preferences to satisfy the entire family.

Guest Profiles

BRAND GUIDELINES

F A M I LY

Nate

Emma

L auren

Jack

The Larusso family hasn’t been on vacation in years, Jack relentlessly asked for this vacation for his 8th Guest Prof iles

birthday and the parents finally gave in. Everyone’s looking forward to a getaway that is carefree and lively, and a chance to remember what it’s like to share meaningful moments together without the weight of reality.

199

Guest Profiles

BRAND GUIDELINES

D E S T I N AT I O N W E D D I N G F O R A L L A G E S

Jenny

Eric

K atie

Connor

Four college friends have been invited to celebrate their friends’ wedding at Zommer Resorts. Guest Prof iles

They haven’t seen each other in a long time, but once they are reunited it feels like old times again. It is more than a wedding, it’s reconnecting and creating new moments to last a lifetime.

200

Verbal Identity Our stories reveal our uniqueness and we select words that draw us in and develop relationships with the characters and story as it unfolds. We create emotional connections

BRAND GUIDELINES

with our customers that evoke trust, familiarity, and anticipation.

Ve r b a l I d e n t i t y

201

VOICE

TONE

LANGUAGE

PURPOSE

Casual

Trustworthy

Whimsical

Engage

Meaningful

Playful

Adventurous

Delight

Relatable

Inviting

Friendly

Inspire

BRAND GUIDELINES Ve r b a l G u i d e l i n e s

202

Words We Use

Words We Don’t Use

Carefree

Stress Free

Upscale

Luxury

Getaway

Trip

Playful

Fun

Vibrant

Energetic

Verbal consistency is essential

Authentic

Original

across all consumer touch points

Exploration

Tour

Meaningful Moments

Memories

Immersive

Deep-dive

Signature Standards

Inclusions

All-Inclusive Resort Experience

All-Inclusive (noun)

Verbal Guidelines

to build familiarity and trust with your audience.

Campaign Messaging W he re Carefre e C ome s A li ve

Life’s G reate s t Ad ve nture s ,

Coming to Montego Bay 2022

B et te r Toget he r

BRAND GUIDELINES

S lip Away for a Tropic al G etaway

Campaigns

203

Adventures Included

Smiles Included Unex pe c te d Mome nts , L ooks T hat L as t a Lifet ime

Happine s s on t he Hori zon

Smiles Included

Coming to Montego Bay 2022 T he Tans W ill Fade but L oc ally Ins pire d

T he Me morie s L as t Foreve r

Authentic Journeys™ Included

Sunshine Included

A nt icipate t he Ad ve nture

W he n T he ir Stor y

Coming to Montego Bay 2022

B e come s Par t of Your s Authentic Journeys™ Included

BRAND GUIDELINES Campaigns

204

BRAND GUIDELINES Campaigns

205

BRAND GUIDELINES Campaigns

206

BRAND GUIDELINES Campaigns

207

BRAND GUIDELINES Campaigns

208

STYLE GUIDE

209

Logo

210

STYLE GUIDE

5 Logo Clear Space

211

D O N OT U S E O FF - B R A N D C O LO R S

D O N OT R OTAT E

D O N OT U S E D R O P S H A D OWS O R OT H E R E FFEC T S

D O N OT U S E O FF - B R A N D C O LO R B AC KG R O U N D

D O N OT R E A R R A N G E LO G O E L E M E N T S

STYLE GUIDE

D O N OT D I S TO R T LO G O

Logo Prohibited Use

212

Light Background

Dark Background

Logo Usage These are examples of how our logo can be displayed against a

STYLE GUIDE

variety of background colors and different images. Although the use of our signature orange is always recommended, the use of our sand color variation

PU N TA CA N A

•

RIVIER A MAYA

•

MONTEGO BAY

PU N TA CA N A

•

RIVIER A MAYA

•

MONTEGO BAY

should be chosen when used against darker backgrounds, thus increasing contrast and readability.

Logo Usage

213

Location Extension

Colors

214

STYLE GUIDE

Opal

Unbleached Silk

Metallic Sunburst

Cadmium Orange

HEX: 99c7c9

HEX: ffe3cf

HEX: 947530

HEX: ed821f

RGB: 153 / 199 / 201

RGB: 255 / 227 / 207

RGB: 148 / 117 / 48

RGB: 237 / 130 / 31

CMYK: 40 / 8 / 20 / 0

CMYK: 0 / 12 / 16 / 0

CMYK: 38 / 47 /a 96 / 16

CMYK: 4 / 59 / 100 / 0

Pantone: 629 C

Pantone: 475 C

Pantone: 1265 C

Pantone: 138 C

Blue NCS

Cultured

Field Drab

Saddle Brown

HEX: 178ab8

HEX: e3ded9

HEX: 694f29

HEX: 995426

RGB: 237 / 130 / 31

RGB: 227 / 222 / 217

RGB: 105 / 79 / 41

RGB: 153 / 84 / 38

CMYK: 81 / 34 / 13 / 0

CMYK: 10 / 9 / 12 / 0

CMYK: 45 / 58 / 90 / 38

CMYK: 29 / 70 / 98 / 21

Pantone: 640 C

Pantone: 420 C

Pantone: 1405 C

Pantone: 7587 C

Platinum

Color Coding

HEX: f2ede8 RGB: 242 / 237 / 232 CMYK: 4 / 5 / 7 / 0

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Pantone: Cool Gray 1 C

STYLE GUIDE Color Use Dial

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ACUMIN PRO STYLE GUIDE

AaBbCc AaBbCc 012345 Acumin is a versatile sans-serif typeface family intended for a balanced and rational quality. Solidly neo-grotesque, it performs beautifully at display sizes but also maintains an exceptional degree of sensitivity for text sizes.

Ty p o g r a p h y

217 Typography must be licensed and/or purchased for use.

“The journey not the arrival matters” - T.S. Eliot

PLAYFAIR STYLE GUIDE

AaBbCc AaBbCc 012345 The Playfair design lends itself to the European Enlightenment in the late 18th century, and while it is not a revival of any particular design, it takes influence from the designs of John Baskerville. Being a Display design in the transitional genre, functionally and stylistically it can accompany Georgia for body text.

Ty p o g r a p h y

218 Typography must be licensed and/or purchased for use.

“Traveling — it leaves you speechless, then turns you into a storyteller.” – Ibn Battuta

Notera

STYLE GUIDE

AaBbCc

High quality script font with multilingual support and a large number of special characters. Designed by Måns Grebäck, this hand-crafted typeface works great in logotypes and for titles and slogans.

Ty p o g r a p h y

219 Typography must be licensed and/or purchased for use.

“ The greatest legacy we can leave our children is happy memories.” - Og Mandino

PRIOR TO PHOTO EDITING

POST PHOTO EDITING

Photography Selection & Editing Lifestyle photography

STYLE GUIDE

should be natural, engaging, immersive and, above all, it should be able to tell a story. Color replacement (brand), saturation/hue adjustment, and exposure tuning are highly recommended photo adjustments to the achievement of Zommer’s Photog raphy

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signature look and feel.

C O N N E C T I O N F I LT E R

L O W C O N T R A S T F I LT E R

STYLE GUIDE

P L AY F U L F I LT E R

Photography Filter Policies Photog raphy

Adding a tint color can make the text easier to read and add significant graphic impact. Infuse, mix and overlay colors within photography to enhance and heighten its emotional power.

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Please use vibrant color filters on activity images and pastel colors on emotion charged photos.

Image Gallery These images have all been selected 01

to reflect the brand and stand as an example of the type of images to use. If you would like to purchase the images to the left, please follow the

STYLE GUIDE

corresponding links below: 02

• GE T IMAGE 01 HERE • GE T IMAGE 02 HERE • GE T IMAGE 03 HERE • IMAGE 4 - CUS TOM IMAGE

• GE T IMAGE 0 5 HERE 11

• GE T IMAGE 0 6 HERE • GE T IMAGE 07 HERE • GE T IMAGE 0 8 HERE • GE T IMAGE 0 9 HERE • GE T IMAGE 10 HERE

Photog raphy

• GE T IMAGE 11 HERE 04

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• GE T IMAGE 12 HERE

Pattern

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STYLE GUIDE

Pattern

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STYLE GUIDE

Pattern Use Policies

1 2 3

Pre-approval from marketing team and brand manager is required prior to the application of our

STYLE GUIDE

pattern to any marketing or collateral material.

The use of the pattern as background to logo or its wordmark is prohibited.

The use of the pattern for digital media materials such as a website or a wallpaper background should be selective Pattern

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and based on use percentages covered in this book.

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STYLE GUIDE B r a n d Ap p l i c a t i o n

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STYLE GUIDE B r a n d Ap p l i c a t i o n

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STYLE GUIDE B r a n d Ap p l i c a t i o n

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G U I D E LI N E S B R A ND

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Scan or click here to download Zommer Brand Book

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