Context
Cliste Hospitality is a hospitality management company. As the company expands it’s operations and services further, it became necessary to brand individual departments so our expertise could be marketed to consumers. I was tasked with the visual identity of the Cliste Marketing Department.
I did extensive research on other digital design agencies and their branding to analyse how they appealed to their target audience. I also brainstormed with my colleagues about what we felt was our department’s common goal. Time and time again the word “communication” came up. Although we all worked through different channels, the end goal of the department was to communicate and sell hospitality offerings to the public. This informed the decision to use the speech bubble as part of the final design.
Challenges
The challenge here was to design a slick, minimalistic design that communicated all the department’s services under one logo. It was also essential that the brand could compete with existing digital agencies, as it was identified that these were our main competitors. As mentioned above, narrowing down all the services the Marketing Team provides under one image required a clear focus.
Conclusion
This project did not get implemented, as it was decided that Cliste Hospitality scrapped it’s plans to brand individual departments of the company. However, this proved to be an enjoyable project, as my team were both the designers and the clients in this unique scenario.