Abstract image of a woman sitting on books and studying on a laptop

QUO PRESENTATION

Y
Yen Ly

Quo is a branding agency specializing in the hospitality industry, focused on creating memorable brands that resonate with their core values and culture. Their services include brand strategy, culture, activation, and expression, utilizing their extensive experience and insights to connect brands with their target audiences. Quo has worked on multiple high-profile projects, merging traditional values with modern expectations, exemplified through various case studies showcasing distinct brand identities.

Marketing
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QUO PRESENTATION
2 LET US UNCOVER THE SOUL OF YOUR ORGANISATION QUO has been creating and inspiring some of the hospitality industry’s most memorable brands for more than two decades. We understand that a great brand isn’t just a logo, a catchy name or a neatly arranged collection of words. It’s something that starts from within. Our branding model blends insightful industry knowledge, strategic thinking and creative flair, delivering fully developed brands that don’t just look and sound great, but have real, relatable soul.
LOCATIONS 3 AMSTERDAM SINGAPOREBANGKOK HO CHI MINH CITY NEW DELHI MALÉ
4 CONTENTS OUR CLIENTS OUR PROCESS OUR SERVICES OUR LEADERSHIP CASE STUDIES CONTACT
5 OUR CLIENTS
6 OUR PROCESS We’ll help you discover who you are, who you’re for, and what you stand for.
OUR PROCESS 7 Vision Brand Culture Brand Audit Brand Activation Brand Strategy Brand Expression
Brand Strategy • Vision • Market Insights • Competitor Analysis • Consumer Typologies • Brand Architecture • Brand Positioning Brand Culture • Target Audience • Concept Statement • Brand Traits • Brand Essence Brand Expression • Naming and Tagline • Brand Identity • Tone of Voice • Consumer Experience Brand Activation • Sales and Marketing Tools • Operational Collateral • Website Development • Brand Video • Key Messaging • Social Media • Product & Service Guidelines Brand Audit • Site Inspections • Stakeholder Interviews • Consumer Surveys • Brand Asset Analysis
9 https://vimeo.com/quo
TAKE A LOOK INSIDE OUR SERVICES 10 OUR SERVICES
11 BRAND STRATEGY We use our insight, experience and rich industry knowledge to drive a distinct and differentiating positioning for your brand. BRAND STRATEGY
12 BRAND CULTURE Leveraging our strategic insights, we uncover the core of your brand – the heart or soul of who you are and how you want to be perceived. BRAND CULTURE
QUO: Define your culture vimeo.com/91596587
14 NAMING STRATEGY A rose by any other name may smell as sweet. But what about your brand? Does it even have a smell? Namings Anuka The Slate Jaz Wink FlatOut Tonik Sojo The Zei niu&nau The Myst Lightworks Ekho BRAND EXPRESSION
15 TONE OF VOICE Brands are actually a lot like people. They speak with a voice and other people listen. And the way they speak affects how they’re perceived. Hello. Hi. Sup. Alright. Ayup. Howdy. Hiya. Greeting. Yo. BRAND EXPRESSION
16 LOGO AND VISUAL IDENTITY BRAND EXPRESSION We bring your brand to life with creative logos and smart visual design—all connecting back to very soul of your organization. • Logo Design • Visual Identity • Design Guidelines • Communication & Promotional Design
From signature touch points to those fleeting moments of satisfaction guests experience during their stay BRAND EXPRESSION
18 Booking & Enquiries Pre-Arrival communication Arrival at Destination Transfer to Hotel Arrival at Hotel Going to the Guest Room In the Guest Room Leisure & Social Activities F&B Experience BEGINNING OF GUEST JOURNEY Turndown Departure Post-Departure Communication Transfer from Hotel Repeat/Referrals Brand Awareness • PR • Advertising • Social Media • Website • Direct Marketing • Events BRAND EXPRESSION
19 WEBSITE DEVELOPMENT Strategic web solutions for switched-on brands—leveraging 20 years of expertise in travel and hospitality branding. • Digital Strategy • Website Design • Digital Content • Online Marketing • Hosting & Technical Support To watch all case studies: quo-global.com BRAND ACTIVATION
20 BRAND VIDEO We set bold ideas in motion with moving pictures that stir the soul and resonate with your target audience. • Concept & Storyboard • Video Production • Video Editing • Music Composition To watch the full gallery: vimeo.com/quo BRAND EXPRESSION
21 OUR LEADERSHIP David Keen Founder & CEO Suki Dixon Managing Director Catherine Monthienvichienchai Chief Branding Officer Brian Anderson Digital Director OUR PEOPLE
22 Derek Kirk Content Director Nataya Brahmacupta Deputy Creative Director Sirichai Netthong Senior Motion Graphic Designer Yen Ly Graham-Crichton Country Manager Vietnam OUR PEOPLE
23 CASE STUDIES From the ultra-luxe to the humble startup, we work with the world’s most innovative brands.
24 A SELECTION OF CASE STUDIES WINK For a new breed of traveler: ‘Indochine 2.0’ BAROS Honing a legend SOUTHERN LAOS Charming by nature NAUTILUS How we branded ‘freedom’ JAZ Creating a hip, urban hotel brand ACCOR A long-time partnership with a global giant
25 Buzz. A revolution in hospitality is about to begin. Quay lên nào! CASE STUDIES – WINK
26 GIVING VIETNAM A WINK Scope of work Brand strategy and culture Brand amplification Naming and tagline Visual identity Tone of voice Applications Video Website Social media campaign Vanguard Hotels approached QUO to help create a hotel brand that would redefine hospitality in the Indochina region. With a revolutionist mindset, QUO set about creating a brand that would build bridges between old traditions and modern trends by identifying the unique character of Vietnam – and how it is transforming. The new brand’s first hotel is set to open in Saigon in 2020. CASE STUDIES – WINK
27 2.0 WINK Hotels caters to the needs of Indochine 2.0 travellers by tapping into contemporary desires and expectations. The brand promises an eclectic cocktail of modernity, innovation and efficiency, all underpinned by traditional Vietnamese values. It reflects a change in society in Vietnam and in Indochina – change that is happening as fast as a wink. The brand is fun, entrepreneurial and dynamic. It’s also a little bit irreverent. But above all, it’s a catalyst for change – a tipping point for hospitality in the Indochina region. INDOCHINE CASE STUDIES – WINK
28 WINK speaks to its core by representing the power and tenacity of the Vietnamese identity, by catering to their fast-paced, ever-changing lifestyles and immersing them in the cultural depths of the destination. One way the brand accomplishes this is by providing guests with a literal taste of the locale. WINK’s exciting new food concept sees vendor-style carts delivering the best local street food to the shophouse-inspired multiuse space on the ground floor. TASTE THE LOCALE CASE STUDIES – WINK
QUO PRESENTATION
To watch the full website: wink-hotels.com To Instagram visit: instagram.com/winkhotels
31 CASE STUDIES – WINK QUO created a brand video based around the Indochine 2.0 concept to showcase exactly who WINK’s target audience aspires to become. It highlights the brand’s bold personality and references the hip shophouses and vibrant, fast-paced atmosphere of Saigon’s street culture. CELEBRATE LOCALITY, EMBRACE MODERNITY To watch the full video: vimeo.com/248464878
32 CASE STUDIES – WINK In a calculated multi-level strategy, QUO helped WINK arrange a photography competition on their social media platforms, asking their audience what Indochine 2.0 means to them. WINK received nearly 300 photo entries from people across the region, with both professionals and amateurs joining in and sharing their photos. WINK’s following almost doubled in the process. The competition brought fresh eyes to WINK’s social media platforms, but it also gifted the brand with an archive of stunning user-generated photos that communicate the Indochine 2.0 aesthetic. INDOCHINA THROUGH A LOCAL LENS Photo by winner @Ho Kim https://www.youtube.com/watch?v=FuU3CwUn4Nw
33 CASE STUDIES – BAROS Our guests don’t come to the Maldives. They come to Baros. And that makes all the difference.
HONING A LEGEND Baros Maldives is an undisputed legend. This luxurious island resort has been a beacon of Maldivian hospitality for more than four decades. In fact, it was honored on TripAdvisor’s 2018 Top 25 Luxury Hotels in the World list. But how do you make the best even better? That was the challenge presented to QUO when the resort approached us in 2017, with the task of encapsulating this rich heritage and unrivalled reputation in a new brand identity that also reflected its progressive spirit. CASE STUDIES – BAROS Scope of work Brand strategy and culture Visual identity Tone of Voice Guest Experience Applications Website 34
35 REIMAGINING BAROS QUO worked closely with Baros to help refine its forward thinking vision in a way that stayed true to its past. While the resort didn’t need a radical change in culture, there was a need, after more than 40 years, to ensure Baros didn’t become stale or content to rest on its laurels. The result is an evolution of the Baros brand that seamlessly blends its position as one of the Maldives’ original and best resorts with an enterprising, everevolving spirit. CASE STUDIES – BAROS
36 LETTING NATURAL BEAUTY SHINE THROUGH How do you create a visual identity for a place so stunning it defies description? For our design department, the answer was to give Baros’ beautiful natural scenery and cosy interior decor plenty of room to breathe. Earthy greens and subtle browns communicate the hues of Baros’ natural palette, giving the brand a sophisticated, down-to-earth feel. A totally new logo with a prominent ‘B’ mark reflects Baros’ lasting legacy as a ‘statesman’ of Maldivian hospitality. CASE STUDIES – BAROS
37 GIVING BAROS A VOICE To reflect Baros’ rich heritage and inherent warmth, QUO’s content department sought to develop a brand voice that was engaging in a classic way. The new brand voice recreates the magic of the Baros experience by appealing to the senses with imageryrich prose that creates naturally spellbinding scenes. CASE STUDIES – BAROS
38 The resort had a lot of well-established collaterals, so naturally part of the Baros rebrand involved redesigning day-to-day operational items. A factsheet, brochure and spa menu were first to be produced with the new visual identity and brand voice. Items to follow included everything from name cards to flip-flops. CASE STUDIES – BAROS
39
40 BRINGING BAROS TO THE WORLD As one of the world’s leading luxury resorts, Baros didn’t ‘need’ an urgent website update to generate bookings – but to stay relevant in a market where competitors have sleek, modern sites, Baros had to make the change. QUO’s digital team combined stunning imagery with a user-friendly interface, including high-res images, interactive galleries, crucial resort information and a floating booking button. CASE STUDIES – BAROS To watch the full website: www.baros.com
41 Southern Laos is more than just about heritage sites and nature. It is about the warmth, character and pure hearts of its people... CASE STUDIES – SOUTHERN LAOS
42 SOUTHERN LAOS On behalf of the Champasak Tourism Taskforce, QUO was approached by Swiss Contact at the end of 2014, to develop a comprehensive brand strategy and visual identity for Southern Laos. The primary objective of the project was to create a destination brand in order to increase domestic and international awareness as well as boost tourism to the region. A goal widely achieved with Southern Laos winning one year later the Pacific Asia Travel Association CEO Challenge Top Destination award, recognizing the region as a top emerging tourist destination. CASE STUDIES – SOUTHERN LAOS Scope of work Brand strategy and culture Visual identity Tone of voice Applications Website Brand Video
43 CASE STUDIES – SOUTHERN LAOS ‘CHARMING BY NATURE’ The project was kicked off by a 2-day branding workshop in Pakse with key stakeholders from the region including tour operators, travel agents, hotel owners and local government authorities. With valuable local insights and additional research, the Brand Strategy team formed a compelling Brand Culture around the region’s intrinsic diversity, serenity, distinct charm and Sabai Sabai relaxing approach to life.
44 CASE STUDIES – SOUTHERN LAOS SEEMINGLY EFFORTLESS APPEAL QUO’s Creative Team then drew inspiration from Southern Laotians’ expressive personalities, proud traditions and stunning geography to translate the Brand Essence ‘Charming by Nature’ into a logo evoking the Lao alphabet’s circular forms with the image of a fisherman in a long-tail boat, and a compelling visual identity.
45
46 SHOWCASING BEAUTIES Meanwhile, an interactive and informative website was created, helping potential visitors explore the attractions on offer in the region. Visit Southern Laos at www.southern-laos.com
47 THE STORY OF A JOURNEY The idea behind the creation of this promotional video was to show the journey experience through the eyes of a traveller who follows a surprise itinerary and discovers natural and cultural wonders. He engages in outdoor activities and unexpected adventures in Southern Laos before passing on his experiences to the next traveller. To watch the full video: vimeo.com/202878411 CASE STUDIES – SOUTHERN LAOS
48 CASE STUDIES – NAUTILUS
49 CASE STUDIES – NAUTILUS BRANDING ‘FREEDOM’ Looking to create a stand-out brand for their intimate, untouched island in Baa Atoll in the Maldives, The Nautilus needed an identity that offered something truly of elusive and undisputed value to people who ‘have it all’. QUO was tasked with not only creating a brand strategy and culture for The Nautilus, but a coffee table-style launch ‘brochure’, giveaways, a brand video and an experience-based microsite. Scope of work Brand strategy and culture Visual identity Tone of Voice Guest Experience Applications Video Microsite
50 LIBERATING INDULGENCE Time is the one thing money can’t buy. But on a private island in the Maldives, why even have time at all? This was central to the brand positioning created by QUO, as we completely stripped the concept of time away from The Nautilus experience to create an immensely private resort where a whimsically bohemian attitude lets guests do whatever they want, when they want. CASE STUDIES – NAUTILUS
51 CASE STUDIES – NAUTILUS BREATHING LIFE INTO AN EMPTY SHELL Having come to us with a name already, the client needed a visual identity that flew in the face of expectation. While the resort hardware itself would have echoes of the nautilus shape, the designers and strategists at QUO didn’t think it would position the brand correctly to utilize the shell shape overtly through its corporate identity. Instead, we crafted a logo that would breathe bohemian sophistication into The Nautilus and its collateral, one that would resonate both with its luxurious side and with its more free-wheeling spirit of liberation.
52 CASE STUDIES – NAUTILUS NO ORDINARY BROCHURE The Nautilus was never going to have a ‘normal’ hotel brochure. The 32-page book was Chinese-bound, providing more flexibility with printing, and allowing us to add a twine binding around the outside of the cover, in keeping with the bohemian style of the visual identity.
53 A MODERN BOHEMIAN QUO was also tasked to design a whole range of giveaways, reflecting the bohemian sophistication and poetic identity of the resort. CASE STUDIES – NAUTILUS
54 A TIMELESS BRAND VIDEO To launch this singular property, QUO went on location to the Maldives to shoot a video about the luxury of time. The intent was to create a portrait of the ideal guest at The Nautilus and aimed to demonstrate how the resort offers these guests liberation and unconditional freedom. CASE STUDIES – NAUTILUS To watch the full video: vimeo.com/277435368
55 “JAZZ IS NOT JUST MUSIC, IT’S A WAY OF LIFE, IT’S A WAY OF BEING, A WAY OF THINKING.” – Nina Simone CASE STUDIES – JAZ
56 Throwback Thursday: Branding Amsterdam’s coolest hotel CASE STUDIES – JAZ As Jaz Stuttgart does cool things after opening late last year, and the upcoming Jaz Vienna shimmers on the horizon, we’re allowing ourselves to get nostalgic for the property that started it all: Jaz Amsterdam. The cool new kid on the hospitality scene, Jaz in the City is one of our most vibrant brands, and one that has – gleefully – stayed true to its original vision through every touchpoint.
57 It all started when parent group Deutsche Hospitality (then Steigenberger Hotel Group) approached us back in 2014 to create a distinctive, experience-led brand for them that would help them expand the existing Jaz portfolio (already established as a luxury resort brand in Egypt) into Europe in a way that made sense. Fast-forward to today and we’re still admiring how amazing it all turned out. CASE STUDIES – JAZ
58 GETTING INTO THE GROOVE After lots of collaboration with Deutsche Hospitality, QUO’s strategy team came up with the ‘In tune, but offbeat’ Jaz in the City, an experiential brand that promised to sync global travellers into the rhythm of the locale. Borrowing heavily from jazz culture, because you should never look a gift horse in the mouth, the resultant brand celebrates art and music, and uses improvisation to stay fresh and ‘tuned in’. CASE STUDIES – JAZ
59 A UNIVERSAL BEAT Jaz already had a name and a logo, which was pure letterform with Arabian-style serifs. We took it and modernised it by separating its cursive letters to improve legibility and accessibility. For the colour, black was out – only royal purple would do, to give Jaz a luxurious feel. ‘In the City’ was used as a descriptor, to differentiate properties from their Egyptian cousins. The logo works both without the descriptor and with the property location, as pictured. A secondary colour of orange – or oranje, if you prefer – was used to reflect Jaz Amsterdam’s Dutch pride. CASE STUDIES – JAZ
60 KEEPIN’ IT COOL There was no place for tired old stationery and boring ‘do not disturb’ signs at Jaz. Amenities invite guests to “Make your jaz hands sparkle” (soap) and “Clean up your act” (shower gel). All around the hotel, the brand voice works together with the rich royal purple for a brand experience that hits every note. Even in longer form, Jaz copy’s got that swing. CASE STUDIES – JAZ
61 CASE STUDIES – JAZ
62
63 The brand video for Jaz posed a problem we often have: what do you feature in a video if there’s no product? The answer is either stock footage or animation, so we went with the former to convey Jaz’s dedication to the locale. Using footage of Amsterdam cut together with ‘improv’ takes and a jazzy saxophone-led soundtrack, the result is fun, quirky and a little off-beat, with text on screen to help pull all the traits together. Are you ‘jaz-y’ enough for this? LIGHTS, CAMERA, JAZ! CASE STUDIES – JAZ To watch the full video: vimeo.com/116752539
64 CASE STUDIES – ACCOR QUO’s partnership with the AccorHotels group is one that is both long-term and extensive covering their full suite of brands, including Sofitel, SO/ Sofitel, Pullman, Swissotel, Grand Mercure, Movenpick, Ibis Styles and Orient Express. Our work covers all levels of the organization from global to regional (APAC), sub-regional (Upper Southeast Asia) to hotel. Much of QUO’s recent work with Accor has been focused on forming distinct, insights-led guest experience strategies for their luxury and premium brands. Scope of work Guest Experience Strategy Guest Experience Guidelines Hotel Positioning Methodology Hotel Positioning Strategy Tone of Voice Applications Signage Brand Video
65 CASE STUDIES – ACCOR QUO worked with the global brand team of Orient Express Hotels to form a distinct and differentiating guest experience strategy ahead of the first hotel opening in Bangkok in Q1 2020. Leveraging the incredible roots and mythology of Orient Express, the challenge has been to reimagine this brand as a relevant and meaningful journey for today’s modern luxury traveller. This follows similar projects with Accor Hotels LUXE brand team, forming global guest experience strategies for the Sofitel, Pullman, Swissotel, MGallery and Grand Mercure brands.
66 CASE STUDIES – ACCOR
67 CASE STUDIES – ACCOR QUO works with the Sofitel brand to ensure that its integrity and identity is maintained in all existing properties across Asia. Whether the first Sofitel Legend in the world, the Hotel Metropole Hanoi, or the Sofitel Resorts, QUO’s team has an innate understanding of what makes Sofitel unique and how to deploy its identity through a variety of different collaterals.
68 CASE STUDIES – ACCOR
69 CASE STUDIES – ACCOR Accor worked with QUO to roll out the visual identity of the SO/ Sofitel brand at SO/ Bangkok. Following the success of this project, QUO was then assigned to undertake similar projects for SO/ Singapore and SO/ Hua Hin. At the global level, QUO worked with the brand team on the guest experience strategy and guidelines, brand guidelines, as well as the SO/ Hotel Positioning Methodology.
70 CASE STUDIES – ACCOR
71 QUO is the preferred partner in the Upper Southeast Asia region for the MGallery STORM process - the brand’s proprietary methodology for hotel storytelling and concept development. Some STORM projects QUO has worked on include: VIE Hotel Bangkok Hotel Royal, Hoi An Hotel des Arts Saigon Legacy Yen Tu, Vietnam The Admiral Hotel, Manila Hotel 3 Nagas, Luang Prabang Hôtel de la Coupole, Sapa The Citygate Hong Kong CASE STUDIES – ACCOR SPIRITOFMGALLERY
72 CASE STUDIES – ACCOR SPIRITOFMGALLERY
73 QUO worked with Accor’s global wellbeing director to form the strategy and guidelines for Sofitel’s Spa and Fitness offer, underpinned by four key pillars of wellbeing: Sleep, Food, Sport and Spa. CASE STUDIES – ACCOR
74 IN CONJUNCTION WITH PULLMAN’S WELLBEING AMBASSADOR, SARAH HOEY, QUO ALSO FORMED THE STRATEGY AND GUIDELINES FOR PULLMAN’S HIGH ENERGY FITNESS AND SPA BRANDS. CASE STUDIES – ACCOR
75 QUO has worked with the F&B teams of Accor properties, developing visual identities for some of its restaurants and bars, designing a range of collaterals reflecting the positioning of each F&B outlet from menus to on-property Signage. QUO was for example tasked by the Sofitel Phnom Penh with creating the corporate identity and collaterals for its 8 hotel’s dining outlets including Le Bar, Chocolat, La Coupole. CASE STUDIES – ACCOR
76 CASE STUDIES – ACCOR Encouraging AccorHotels’ staff to strongly reflect the brand as true ambassadors, QUO has produced various human resources collaterals that are used in training sessions. Furthermore, QUO was invited to be heavily involved with developing numerous new concepts for AccorHotels “General Managers” Convention, which creatively introduced the management to new brand touchpoints set to be featured throughout the hotels.
77 CASE STUDIES – ACCOR For the past 5 years, QUO has created the opening video for Accor’s annual Asia Pacific Sales and Marketing Conference, playing on the group’s iconic goose ( or ‘Bernache’) as an animated character. In 2018, the Bernache caught the attention of the global team, leading to week-long shoot with Accor’s executive committee to create a fun introduction for their Summer Academy. To watch the full video: vimeo.com/152353613/95de54d892
78 BANGKOK HO CHI MINH CITY NEW DELHI T. +66 2260 9494 E. info.bangkok@quo-global.com T. +84 28 3910 0839 E. info.hcmc@quo-global.com T. +91 987 341 7055 E. info.newdelhi@quo-global.com AMSTERDAM SINGAPOREMALÉ T.+960 3005523 E. info.male@quo-global.com T. +31 6 82 33 35 59 E. info.amsterdam@quo-global.com E. info.singapore@quo-global.com
quo-global.com

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QUO PRESENTATION

  • 2. 2 LET US UNCOVER THE SOUL OF YOUR ORGANISATION QUO has been creating and inspiring some of the hospitality industry’s most memorable brands for more than two decades. We understand that a great brand isn’t just a logo, a catchy name or a neatly arranged collection of words. It’s something that starts from within. Our branding model blends insightful industry knowledge, strategic thinking and creative flair, delivering fully developed brands that don’t just look and sound great, but have real, relatable soul.
  • 3. LOCATIONS 3 AMSTERDAM SINGAPOREBANGKOK HO CHI MINH CITY NEW DELHI MALÉ
  • 4. 4 CONTENTS OUR CLIENTS OUR PROCESS OUR SERVICES OUR LEADERSHIP CASE STUDIES CONTACT
  • 6. 6 OUR PROCESS We’ll help you discover who you are, who you’re for, and what you stand for.
  • 8. Brand Strategy • Vision • Market Insights • Competitor Analysis • Consumer Typologies • Brand Architecture • Brand Positioning Brand Culture • Target Audience • Concept Statement • Brand Traits • Brand Essence Brand Expression • Naming and Tagline • Brand Identity • Tone of Voice • Consumer Experience Brand Activation • Sales and Marketing Tools • Operational Collateral • Website Development • Brand Video • Key Messaging • Social Media • Product & Service Guidelines Brand Audit • Site Inspections • Stakeholder Interviews • Consumer Surveys • Brand Asset Analysis
  • 10. TAKE A LOOK INSIDE OUR SERVICES 10 OUR SERVICES
  • 11. 11 BRAND STRATEGY We use our insight, experience and rich industry knowledge to drive a distinct and differentiating positioning for your brand. BRAND STRATEGY
  • 12. 12 BRAND CULTURE Leveraging our strategic insights, we uncover the core of your brand – the heart or soul of who you are and how you want to be perceived. BRAND CULTURE
  • 13. QUO: Define your culture vimeo.com/91596587
  • 14. 14 NAMING STRATEGY A rose by any other name may smell as sweet. But what about your brand? Does it even have a smell? Namings Anuka The Slate Jaz Wink FlatOut Tonik Sojo The Zei niu&nau The Myst Lightworks Ekho BRAND EXPRESSION
  • 15. 15 TONE OF VOICE Brands are actually a lot like people. They speak with a voice and other people listen. And the way they speak affects how they’re perceived. Hello. Hi. Sup. Alright. Ayup. Howdy. Hiya. Greeting. Yo. BRAND EXPRESSION
  • 16. 16 LOGO AND VISUAL IDENTITY BRAND EXPRESSION We bring your brand to life with creative logos and smart visual design—all connecting back to very soul of your organization. • Logo Design • Visual Identity • Design Guidelines • Communication & Promotional Design
  • 17. From signature touch points to those fleeting moments of satisfaction guests experience during their stay BRAND EXPRESSION
  • 18. 18 Booking & Enquiries Pre-Arrival communication Arrival at Destination Transfer to Hotel Arrival at Hotel Going to the Guest Room In the Guest Room Leisure & Social Activities F&B Experience BEGINNING OF GUEST JOURNEY Turndown Departure Post-Departure Communication Transfer from Hotel Repeat/Referrals Brand Awareness • PR • Advertising • Social Media • Website • Direct Marketing • Events BRAND EXPRESSION
  • 19. 19 WEBSITE DEVELOPMENT Strategic web solutions for switched-on brands—leveraging 20 years of expertise in travel and hospitality branding. • Digital Strategy • Website Design • Digital Content • Online Marketing • Hosting & Technical Support To watch all case studies: quo-global.com BRAND ACTIVATION
  • 20. 20 BRAND VIDEO We set bold ideas in motion with moving pictures that stir the soul and resonate with your target audience. • Concept & Storyboard • Video Production • Video Editing • Music Composition To watch the full gallery: vimeo.com/quo BRAND EXPRESSION
  • 21. 21 OUR LEADERSHIP David Keen Founder & CEO Suki Dixon Managing Director Catherine Monthienvichienchai Chief Branding Officer Brian Anderson Digital Director OUR PEOPLE
  • 22. 22 Derek Kirk Content Director Nataya Brahmacupta Deputy Creative Director Sirichai Netthong Senior Motion Graphic Designer Yen Ly Graham-Crichton Country Manager Vietnam OUR PEOPLE
  • 23. 23 CASE STUDIES From the ultra-luxe to the humble startup, we work with the world’s most innovative brands.
  • 24. 24 A SELECTION OF CASE STUDIES WINK For a new breed of traveler: ‘Indochine 2.0’ BAROS Honing a legend SOUTHERN LAOS Charming by nature NAUTILUS How we branded ‘freedom’ JAZ Creating a hip, urban hotel brand ACCOR A long-time partnership with a global giant
  • 25. 25 Buzz. A revolution in hospitality is about to begin. Quay lên nào! CASE STUDIES – WINK
  • 26. 26 GIVING VIETNAM A WINK Scope of work Brand strategy and culture Brand amplification Naming and tagline Visual identity Tone of voice Applications Video Website Social media campaign Vanguard Hotels approached QUO to help create a hotel brand that would redefine hospitality in the Indochina region. With a revolutionist mindset, QUO set about creating a brand that would build bridges between old traditions and modern trends by identifying the unique character of Vietnam – and how it is transforming. The new brand’s first hotel is set to open in Saigon in 2020. CASE STUDIES – WINK
  • 27. 27 2.0 WINK Hotels caters to the needs of Indochine 2.0 travellers by tapping into contemporary desires and expectations. The brand promises an eclectic cocktail of modernity, innovation and efficiency, all underpinned by traditional Vietnamese values. It reflects a change in society in Vietnam and in Indochina – change that is happening as fast as a wink. The brand is fun, entrepreneurial and dynamic. It’s also a little bit irreverent. But above all, it’s a catalyst for change – a tipping point for hospitality in the Indochina region. INDOCHINE CASE STUDIES – WINK
  • 28. 28 WINK speaks to its core by representing the power and tenacity of the Vietnamese identity, by catering to their fast-paced, ever-changing lifestyles and immersing them in the cultural depths of the destination. One way the brand accomplishes this is by providing guests with a literal taste of the locale. WINK’s exciting new food concept sees vendor-style carts delivering the best local street food to the shophouse-inspired multiuse space on the ground floor. TASTE THE LOCALE CASE STUDIES – WINK
  • 30. To watch the full website: wink-hotels.com To Instagram visit: instagram.com/winkhotels
  • 31. 31 CASE STUDIES – WINK QUO created a brand video based around the Indochine 2.0 concept to showcase exactly who WINK’s target audience aspires to become. It highlights the brand’s bold personality and references the hip shophouses and vibrant, fast-paced atmosphere of Saigon’s street culture. CELEBRATE LOCALITY, EMBRACE MODERNITY To watch the full video: vimeo.com/248464878
  • 32. 32 CASE STUDIES – WINK In a calculated multi-level strategy, QUO helped WINK arrange a photography competition on their social media platforms, asking their audience what Indochine 2.0 means to them. WINK received nearly 300 photo entries from people across the region, with both professionals and amateurs joining in and sharing their photos. WINK’s following almost doubled in the process. The competition brought fresh eyes to WINK’s social media platforms, but it also gifted the brand with an archive of stunning user-generated photos that communicate the Indochine 2.0 aesthetic. INDOCHINA THROUGH A LOCAL LENS Photo by winner @Ho Kim https://www.youtube.com/watch?v=FuU3CwUn4Nw
  • 33. 33 CASE STUDIES – BAROS Our guests don’t come to the Maldives. They come to Baros. And that makes all the difference.
  • 34. HONING A LEGEND Baros Maldives is an undisputed legend. This luxurious island resort has been a beacon of Maldivian hospitality for more than four decades. In fact, it was honored on TripAdvisor’s 2018 Top 25 Luxury Hotels in the World list. But how do you make the best even better? That was the challenge presented to QUO when the resort approached us in 2017, with the task of encapsulating this rich heritage and unrivalled reputation in a new brand identity that also reflected its progressive spirit. CASE STUDIES – BAROS Scope of work Brand strategy and culture Visual identity Tone of Voice Guest Experience Applications Website 34
  • 35. 35 REIMAGINING BAROS QUO worked closely with Baros to help refine its forward thinking vision in a way that stayed true to its past. While the resort didn’t need a radical change in culture, there was a need, after more than 40 years, to ensure Baros didn’t become stale or content to rest on its laurels. The result is an evolution of the Baros brand that seamlessly blends its position as one of the Maldives’ original and best resorts with an enterprising, everevolving spirit. CASE STUDIES – BAROS
  • 36. 36 LETTING NATURAL BEAUTY SHINE THROUGH How do you create a visual identity for a place so stunning it defies description? For our design department, the answer was to give Baros’ beautiful natural scenery and cosy interior decor plenty of room to breathe. Earthy greens and subtle browns communicate the hues of Baros’ natural palette, giving the brand a sophisticated, down-to-earth feel. A totally new logo with a prominent ‘B’ mark reflects Baros’ lasting legacy as a ‘statesman’ of Maldivian hospitality. CASE STUDIES – BAROS
  • 37. 37 GIVING BAROS A VOICE To reflect Baros’ rich heritage and inherent warmth, QUO’s content department sought to develop a brand voice that was engaging in a classic way. The new brand voice recreates the magic of the Baros experience by appealing to the senses with imageryrich prose that creates naturally spellbinding scenes. CASE STUDIES – BAROS
  • 38. 38 The resort had a lot of well-established collaterals, so naturally part of the Baros rebrand involved redesigning day-to-day operational items. A factsheet, brochure and spa menu were first to be produced with the new visual identity and brand voice. Items to follow included everything from name cards to flip-flops. CASE STUDIES – BAROS
  • 39. 39
  • 40. 40 BRINGING BAROS TO THE WORLD As one of the world’s leading luxury resorts, Baros didn’t ‘need’ an urgent website update to generate bookings – but to stay relevant in a market where competitors have sleek, modern sites, Baros had to make the change. QUO’s digital team combined stunning imagery with a user-friendly interface, including high-res images, interactive galleries, crucial resort information and a floating booking button. CASE STUDIES – BAROS To watch the full website: www.baros.com
  • 41. 41 Southern Laos is more than just about heritage sites and nature. It is about the warmth, character and pure hearts of its people... CASE STUDIES – SOUTHERN LAOS
  • 42. 42 SOUTHERN LAOS On behalf of the Champasak Tourism Taskforce, QUO was approached by Swiss Contact at the end of 2014, to develop a comprehensive brand strategy and visual identity for Southern Laos. The primary objective of the project was to create a destination brand in order to increase domestic and international awareness as well as boost tourism to the region. A goal widely achieved with Southern Laos winning one year later the Pacific Asia Travel Association CEO Challenge Top Destination award, recognizing the region as a top emerging tourist destination. CASE STUDIES – SOUTHERN LAOS Scope of work Brand strategy and culture Visual identity Tone of voice Applications Website Brand Video
  • 43. 43 CASE STUDIES – SOUTHERN LAOS ‘CHARMING BY NATURE’ The project was kicked off by a 2-day branding workshop in Pakse with key stakeholders from the region including tour operators, travel agents, hotel owners and local government authorities. With valuable local insights and additional research, the Brand Strategy team formed a compelling Brand Culture around the region’s intrinsic diversity, serenity, distinct charm and Sabai Sabai relaxing approach to life.
  • 44. 44 CASE STUDIES – SOUTHERN LAOS SEEMINGLY EFFORTLESS APPEAL QUO’s Creative Team then drew inspiration from Southern Laotians’ expressive personalities, proud traditions and stunning geography to translate the Brand Essence ‘Charming by Nature’ into a logo evoking the Lao alphabet’s circular forms with the image of a fisherman in a long-tail boat, and a compelling visual identity.
  • 45. 45
  • 46. 46 SHOWCASING BEAUTIES Meanwhile, an interactive and informative website was created, helping potential visitors explore the attractions on offer in the region. Visit Southern Laos at www.southern-laos.com
  • 47. 47 THE STORY OF A JOURNEY The idea behind the creation of this promotional video was to show the journey experience through the eyes of a traveller who follows a surprise itinerary and discovers natural and cultural wonders. He engages in outdoor activities and unexpected adventures in Southern Laos before passing on his experiences to the next traveller. To watch the full video: vimeo.com/202878411 CASE STUDIES – SOUTHERN LAOS
  • 49. 49 CASE STUDIES – NAUTILUS BRANDING ‘FREEDOM’ Looking to create a stand-out brand for their intimate, untouched island in Baa Atoll in the Maldives, The Nautilus needed an identity that offered something truly of elusive and undisputed value to people who ‘have it all’. QUO was tasked with not only creating a brand strategy and culture for The Nautilus, but a coffee table-style launch ‘brochure’, giveaways, a brand video and an experience-based microsite. Scope of work Brand strategy and culture Visual identity Tone of Voice Guest Experience Applications Video Microsite
  • 50. 50 LIBERATING INDULGENCE Time is the one thing money can’t buy. But on a private island in the Maldives, why even have time at all? This was central to the brand positioning created by QUO, as we completely stripped the concept of time away from The Nautilus experience to create an immensely private resort where a whimsically bohemian attitude lets guests do whatever they want, when they want. CASE STUDIES – NAUTILUS
  • 51. 51 CASE STUDIES – NAUTILUS BREATHING LIFE INTO AN EMPTY SHELL Having come to us with a name already, the client needed a visual identity that flew in the face of expectation. While the resort hardware itself would have echoes of the nautilus shape, the designers and strategists at QUO didn’t think it would position the brand correctly to utilize the shell shape overtly through its corporate identity. Instead, we crafted a logo that would breathe bohemian sophistication into The Nautilus and its collateral, one that would resonate both with its luxurious side and with its more free-wheeling spirit of liberation.
  • 52. 52 CASE STUDIES – NAUTILUS NO ORDINARY BROCHURE The Nautilus was never going to have a ‘normal’ hotel brochure. The 32-page book was Chinese-bound, providing more flexibility with printing, and allowing us to add a twine binding around the outside of the cover, in keeping with the bohemian style of the visual identity.
  • 53. 53 A MODERN BOHEMIAN QUO was also tasked to design a whole range of giveaways, reflecting the bohemian sophistication and poetic identity of the resort. CASE STUDIES – NAUTILUS
  • 54. 54 A TIMELESS BRAND VIDEO To launch this singular property, QUO went on location to the Maldives to shoot a video about the luxury of time. The intent was to create a portrait of the ideal guest at The Nautilus and aimed to demonstrate how the resort offers these guests liberation and unconditional freedom. CASE STUDIES – NAUTILUS To watch the full video: vimeo.com/277435368
  • 55. 55 “JAZZ IS NOT JUST MUSIC, IT’S A WAY OF LIFE, IT’S A WAY OF BEING, A WAY OF THINKING.” – Nina Simone CASE STUDIES – JAZ
  • 56. 56 Throwback Thursday: Branding Amsterdam’s coolest hotel CASE STUDIES – JAZ As Jaz Stuttgart does cool things after opening late last year, and the upcoming Jaz Vienna shimmers on the horizon, we’re allowing ourselves to get nostalgic for the property that started it all: Jaz Amsterdam. The cool new kid on the hospitality scene, Jaz in the City is one of our most vibrant brands, and one that has – gleefully – stayed true to its original vision through every touchpoint.
  • 57. 57 It all started when parent group Deutsche Hospitality (then Steigenberger Hotel Group) approached us back in 2014 to create a distinctive, experience-led brand for them that would help them expand the existing Jaz portfolio (already established as a luxury resort brand in Egypt) into Europe in a way that made sense. Fast-forward to today and we’re still admiring how amazing it all turned out. CASE STUDIES – JAZ
  • 58. 58 GETTING INTO THE GROOVE After lots of collaboration with Deutsche Hospitality, QUO’s strategy team came up with the ‘In tune, but offbeat’ Jaz in the City, an experiential brand that promised to sync global travellers into the rhythm of the locale. Borrowing heavily from jazz culture, because you should never look a gift horse in the mouth, the resultant brand celebrates art and music, and uses improvisation to stay fresh and ‘tuned in’. CASE STUDIES – JAZ
  • 59. 59 A UNIVERSAL BEAT Jaz already had a name and a logo, which was pure letterform with Arabian-style serifs. We took it and modernised it by separating its cursive letters to improve legibility and accessibility. For the colour, black was out – only royal purple would do, to give Jaz a luxurious feel. ‘In the City’ was used as a descriptor, to differentiate properties from their Egyptian cousins. The logo works both without the descriptor and with the property location, as pictured. A secondary colour of orange – or oranje, if you prefer – was used to reflect Jaz Amsterdam’s Dutch pride. CASE STUDIES – JAZ
  • 60. 60 KEEPIN’ IT COOL There was no place for tired old stationery and boring ‘do not disturb’ signs at Jaz. Amenities invite guests to “Make your jaz hands sparkle” (soap) and “Clean up your act” (shower gel). All around the hotel, the brand voice works together with the rich royal purple for a brand experience that hits every note. Even in longer form, Jaz copy’s got that swing. CASE STUDIES – JAZ
  • 62. 62
  • 63. 63 The brand video for Jaz posed a problem we often have: what do you feature in a video if there’s no product? The answer is either stock footage or animation, so we went with the former to convey Jaz’s dedication to the locale. Using footage of Amsterdam cut together with ‘improv’ takes and a jazzy saxophone-led soundtrack, the result is fun, quirky and a little off-beat, with text on screen to help pull all the traits together. Are you ‘jaz-y’ enough for this? LIGHTS, CAMERA, JAZ! CASE STUDIES – JAZ To watch the full video: vimeo.com/116752539
  • 64. 64 CASE STUDIES – ACCOR QUO’s partnership with the AccorHotels group is one that is both long-term and extensive covering their full suite of brands, including Sofitel, SO/ Sofitel, Pullman, Swissotel, Grand Mercure, Movenpick, Ibis Styles and Orient Express. Our work covers all levels of the organization from global to regional (APAC), sub-regional (Upper Southeast Asia) to hotel. Much of QUO’s recent work with Accor has been focused on forming distinct, insights-led guest experience strategies for their luxury and premium brands. Scope of work Guest Experience Strategy Guest Experience Guidelines Hotel Positioning Methodology Hotel Positioning Strategy Tone of Voice Applications Signage Brand Video
  • 65. 65 CASE STUDIES – ACCOR QUO worked with the global brand team of Orient Express Hotels to form a distinct and differentiating guest experience strategy ahead of the first hotel opening in Bangkok in Q1 2020. Leveraging the incredible roots and mythology of Orient Express, the challenge has been to reimagine this brand as a relevant and meaningful journey for today’s modern luxury traveller. This follows similar projects with Accor Hotels LUXE brand team, forming global guest experience strategies for the Sofitel, Pullman, Swissotel, MGallery and Grand Mercure brands.
  • 67. 67 CASE STUDIES – ACCOR QUO works with the Sofitel brand to ensure that its integrity and identity is maintained in all existing properties across Asia. Whether the first Sofitel Legend in the world, the Hotel Metropole Hanoi, or the Sofitel Resorts, QUO’s team has an innate understanding of what makes Sofitel unique and how to deploy its identity through a variety of different collaterals.
  • 69. 69 CASE STUDIES – ACCOR Accor worked with QUO to roll out the visual identity of the SO/ Sofitel brand at SO/ Bangkok. Following the success of this project, QUO was then assigned to undertake similar projects for SO/ Singapore and SO/ Hua Hin. At the global level, QUO worked with the brand team on the guest experience strategy and guidelines, brand guidelines, as well as the SO/ Hotel Positioning Methodology.
  • 71. 71 QUO is the preferred partner in the Upper Southeast Asia region for the MGallery STORM process - the brand’s proprietary methodology for hotel storytelling and concept development. Some STORM projects QUO has worked on include: VIE Hotel Bangkok Hotel Royal, Hoi An Hotel des Arts Saigon Legacy Yen Tu, Vietnam The Admiral Hotel, Manila Hotel 3 Nagas, Luang Prabang Hôtel de la Coupole, Sapa The Citygate Hong Kong CASE STUDIES – ACCOR SPIRITOFMGALLERY
  • 72. 72 CASE STUDIES – ACCOR SPIRITOFMGALLERY
  • 73. 73 QUO worked with Accor’s global wellbeing director to form the strategy and guidelines for Sofitel’s Spa and Fitness offer, underpinned by four key pillars of wellbeing: Sleep, Food, Sport and Spa. CASE STUDIES – ACCOR
  • 74. 74 IN CONJUNCTION WITH PULLMAN’S WELLBEING AMBASSADOR, SARAH HOEY, QUO ALSO FORMED THE STRATEGY AND GUIDELINES FOR PULLMAN’S HIGH ENERGY FITNESS AND SPA BRANDS. CASE STUDIES – ACCOR
  • 75. 75 QUO has worked with the F&B teams of Accor properties, developing visual identities for some of its restaurants and bars, designing a range of collaterals reflecting the positioning of each F&B outlet from menus to on-property Signage. QUO was for example tasked by the Sofitel Phnom Penh with creating the corporate identity and collaterals for its 8 hotel’s dining outlets including Le Bar, Chocolat, La Coupole. CASE STUDIES – ACCOR
  • 76. 76 CASE STUDIES – ACCOR Encouraging AccorHotels’ staff to strongly reflect the brand as true ambassadors, QUO has produced various human resources collaterals that are used in training sessions. Furthermore, QUO was invited to be heavily involved with developing numerous new concepts for AccorHotels “General Managers” Convention, which creatively introduced the management to new brand touchpoints set to be featured throughout the hotels.
  • 77. 77 CASE STUDIES – ACCOR For the past 5 years, QUO has created the opening video for Accor’s annual Asia Pacific Sales and Marketing Conference, playing on the group’s iconic goose ( or ‘Bernache’) as an animated character. In 2018, the Bernache caught the attention of the global team, leading to week-long shoot with Accor’s executive committee to create a fun introduction for their Summer Academy. To watch the full video: vimeo.com/152353613/95de54d892
  • 78. 78 BANGKOK HO CHI MINH CITY NEW DELHI T. +66 2260 9494 E. [email protected] T. +84 28 3910 0839 E. [email protected] T. +91 987 341 7055 E. [email protected] AMSTERDAM SINGAPOREMALÉ T.+960 3005523 E. [email protected] T. +31 6 82 33 35 59 E. [email protected] E. [email protected]