Brand Architecture
Who builds brand architecture and identity for hotel groups and cultural institutions in India?
Most brands do not have a positioning problem. They have a structure problem: a group that has grown property by property, or a product line that has outrun the name above it. Brand architecture is the work of deciding what sits where, what carries the parent name and what earns its own.
What the work covers
Positioning and core narrative. Naming and nomenclature across a portfolio. Logo, colour and typography systems. Tiering, where a group runs several brands at different price points. Guidelines built to be used by people who were not in the room when they were written.
How it runs
We start with what already exists: the properties, the products, the reputation. The output is a system, something a sales team, a hotel manager and a printer can each act on without asking what was meant.
Selected work
Questions we are asked
What does a brand architecture engagement include?
Positioning and the research behind it, naming and nomenclature across the portfolio, the logo, colour and typography system, tiering where a group runs brands at different price points and guidelines written for the people who will use them: sales teams, hotel managers, printers and vendors.
How long does brand creation for a new hotel take?
From immersion to a complete brand system in roughly ten to twelve weeks, sequenced so that signage and print artwork release first because fabrication takes the time it takes. A new hotel brand for a December opening was commissioned in September on that calendar.
Do you work with groups whose properties are already open?
Yes. The work starts with what exists: the properties, the reputation and the collateral already in use. Ananta Hotels and Resorts was built this way across Pushkar, Ranthambore and Ajabgarh, as one brand system with room for each destination.
Which sectors does Henceforth work in?
Hotels and resorts, museums and cultural institutions, universities and management bodies, with consumer brands in spirits, wine and electronics. The practice is based in New Delhi and works across India.