Designing Affordable Luxury: Brand Development Research for Five Star Resort
Faculty Mentor(s) Name(s)
Abraham Abebe
Abstract
Have you ever wondered why it matters whether your laptop displays a certain fruit, or why you are attracted to certain products in the grocery store? Consider two goods which are identical but presented to you in different packages. What are the factors that lead you to decide between them? In a world where consumers consult image before anything else, “brand” has become a critical consideration in every company. This study examines the materials, colors, typefaces, shapes, and compositions which make up a brand, specifically a five-star resort named Velvet Villas. My research revealed first how these factors contribute to the brand, and second how to implement the brand to every area of the business. I began with ideation to develop a name, style, logo, and word mark for the resort. Next, I created consumer profiles to narrow the style of typography, color palette, architecture, and overall mood guests might be attracted to. Throughout the design process, I revisited and refined each choice until I created a theoretical brand tailored to Velvet Villas’ target market. Next, I applied the brand to every detail of the resort, including stationery, signage, wayfinding, amenities, advertising, and architecture. Lastly, I compiled my work into a manual guide which outlines all design decisions and guidelines for usage, as well as digital renderings and mockups. The purpose of my research is to demonstrate the design process for creating and implementing a brand while integrating important marketing and consumer behavior concepts. Keywords: graphic design, branding, marketing, consumer behavior, design process, creative problem solving
Start Date
27-3-2024 9:00 AM
End Date
27-3-2024 9:50 AM
Location
Magnolia Ballroom
Designing Affordable Luxury: Brand Development Research for Five Star Resort
Magnolia Ballroom
Have you ever wondered why it matters whether your laptop displays a certain fruit, or why you are attracted to certain products in the grocery store? Consider two goods which are identical but presented to you in different packages. What are the factors that lead you to decide between them? In a world where consumers consult image before anything else, “brand” has become a critical consideration in every company. This study examines the materials, colors, typefaces, shapes, and compositions which make up a brand, specifically a five-star resort named Velvet Villas. My research revealed first how these factors contribute to the brand, and second how to implement the brand to every area of the business. I began with ideation to develop a name, style, logo, and word mark for the resort. Next, I created consumer profiles to narrow the style of typography, color palette, architecture, and overall mood guests might be attracted to. Throughout the design process, I revisited and refined each choice until I created a theoretical brand tailored to Velvet Villas’ target market. Next, I applied the brand to every detail of the resort, including stationery, signage, wayfinding, amenities, advertising, and architecture. Lastly, I compiled my work into a manual guide which outlines all design decisions and guidelines for usage, as well as digital renderings and mockups. The purpose of my research is to demonstrate the design process for creating and implementing a brand while integrating important marketing and consumer behavior concepts. Keywords: graphic design, branding, marketing, consumer behavior, design process, creative problem solving