With 11 properties across Asia, Lanson Place is a well established brand of luxury serviced apartments with a reputation for impeccable and consistent management style.
With this new property opening up in Hong Kong, Wing Tai Properties, the owner of the Lanson Place brand, wanted to explore new horizons and attract new customers.
We were spontaneously inspired by the unique location, at the heart of the emerging East Side Neighbourhood spanning from Shau Kei Wan to Sai Wan Ho. The apartments are standing up right on the edge of the East Harbour, with unparalleled sea views.
The openness, the breezy air, the quirky neighbourhood, the superb waterfront boulevard, equally populated by hip-runners and local fishing-aficionados, gave us the ingredients to build a youthful and adventurous brand character.
For the visual identity, we designed a bold monogram from the letters ‘W’ and ‘S’. In line with the strategy, the negative space created between letters symbolically highlights the opportunity for guests to create their own space. We selected a refreshing colour palette to appeal to the younger and more active target audience as well as created a playful pattern that we used on a variety of applications.
Working closely with the client, we outlined a detailed guest journey that covered all of the brand’s major touchpoints. This included content for digital platforms, staff uniform and attitude, points of interest to include in a neighbourhood tour, as well as possible activities to create a sense of community between guests.
The creative concept behind the brand is based on the fact that space has a powerful impact on our lives. Although square footage in Hong Kong is extremely limited, Waterfront Suites encourages guests to make their own ‘space’ to explore, think and create through inspired design and programming. This includes the availability of open communal areas, curated activities for self-expression, and uninterrupted views of urban and natural landscapes to bring the city into the home.
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We were given the chance to collaborate with some talented partners to create a range of branded resources for Waterfront Suites. This included the content and design of the website, tone of voice for communication material and art direction for interior photography.