The Story

HOW DO WE CARVE OUT A UNIQUE EXPERIENCE IN THE ‘PLAYGROUND OF THE RICH’?

The Challenge

In 2008, Sweden-based c/o Hotels chose a landmark property, The Maidstone Arms in East Hampton, NY, as its first US foray. In this crowded and competitive market, c/o needed to clearly define the brand and the hotel experience for a discerning clientele of locals and visitors. Additionally, as its first property outside of Europe, The Maidstone project would set the tone for the c/o Hotels brand globally.


The Solution

REVEL IN THE ‘ART OF APPRECIATION. We built an overarching strategy that allowed each property to have its own charm and personality while tying together the global brand. The strategy played off of the juxtapositions inherent in all c/o properties: combining old and new, international and local, special and homey. For c/o The Maidstone, we developed an aesthetic and tone of voice that reflected the eclectic and eccentric nature of c/o’s founder to create a space and an experience that would appeal to the social creatures that inhabit or visit The Hamptons.

Deliverables

  • Brand Strategy
  • Brand Personality/Voice
  • Naming
  • Brand Identity
  • Brand Guidelines
  • Image Library
  • Website
  • Collateral