Bellhops & Bubbly is a brand-new luxury travel blog, focused on upscale, stylish, fun travel experiences. Please see Creative Brief below (and attached) for more details and information!
Client: Bellhops & Bubbly
Project Type: Logo Design
Design image and text logo for Bellhops & Bubbly, a not-yet-published luxury travel blog. Deliverables will be used for the blog website and social media sites, and will be used as the main element for business cards (all future projects that need design work).
--Create a logo visual that can stand-alone (without the text “Bellhops & Bubbly”) and that conveys the tone, theme and direction of the blog.
--Create logo text that can stand-alone (without the image), that conveys the tone, theme and direction of the blog.
HOWEVER…if you want to blend the name and have a visual with it, I’m definitely open to that 😊
The Bellhops & Bubbly blog subscribers are high-net-worth individuals or couples in age range of 35—70 years old, who have the means and time to travel…and do so for the experience of transformational travel while not compromising their expectations of luxury. They have a personal tailor and wear designer labels. They drive foreign, volunteer locally, have vacation homes and know that a celebration always involves champagne. The only backpack they have is Prada, and it will never be set down on the top bunk bed in a Hostel. Yet, they are not “stuffy” or from the “country-club set.” They are culturally conscious, style-savvy, image-aware, well-educated and work hard/play hard. They built their wealth themselves through taking risks and hard work, and they tend to do things “all the way.” When it comes to travel, they demand luxury, comfort and convenience yet still seek culturally-authentic, “soft” adventure….So, getting served their favorite cocktail by their personal butler on their private beach in Bali is a part of the vacation—adventuring outside the compound to witness the Balinese fire dancers and getting private surfing lessons will fill other hours in the day. They are likely to arrange a chauffeured Mercedes Benz sedan to take them from the Bangkok Airport to the Peninsula Hotel, but then once they’ve popped the bubbly in their room, they’ll take a Tuk-Tuk to the heart of the city for a private cooking class to learn how to make traditional Thai dishes with a renowned chef. They buy souvenirs for their uniqueness and the “story”—so instead of trinkets from a shop, they’ll bring back pieces of glass art from a trip to Venice where they met the artist who took them by water taxi to her workshop on Murano for a tour. Bespoke, exotic, bucket-list experiences and consumables draw them in, and they can explore this way—in comfort and with convenience--because legendary travel memories will always supersede budget.
Audience types –
o Subscribers: targeting the high-net-worth, “jetset” travelers/luxury travelers who travel for pleasure and want to do more than just be sit on the beach for subscriptions to the blog and followership on social media.
o Sponsors/Partners: Ultimately seeking sponsorships and partnerships with luxury travel brands/luxury brands such as: Four Seasons, W Hotels, Brabus/Mercedes Benz, Gulfstream, NetJets, Cartier, Louis Vuitton, Patek, Cristal, Dom Perignon, American Express Black Card, Lursson, Abercrombie & Kent, Crystal Cruises, Conde Nast…ideally they would be a bit “edgy” or “fun” luxury brands.
• Buyer types
o Subscribers: They want the best of the best. They not only buy for the prestige and exclusivity of an item, they also are compelled to do so for the “story” behind it…or for the story it will allow them to tell to their friends and family once they get back home.
o Sponsors: marketing and sales managers; social media coordinators/managers.
Key motivations –
Time is money to the subscribers, which means that they don’t want to sift through useless information in order to build their perfect vacation. They prefer bespoke/personalized experiences and items. They buy for the prestige and exclusivity. They need a trusted advisor to guide them quickly to the right hotels, travel accessories, adventures and activities that will make their vacation stylish and epic. While they can afford a travel agent, some like to be “in control” and don’t want to leave their vacation in the hands of someone who doesn’t know them.
• Key issues –
Most travel blogs focus on budget-friendly, heavy adventure travel. The few that do talk about luxury either come from the brand itself (like Cathay Pacific) which dilutes credibility and breadth, or from bloggers that focus on traditional, “stuffy” luxury ideals (only hotels and restaurants—not interesting, upscale activities). There are few blogs that focus on offering concrete examples of how to travel luxuriously with convenience, style and comfort, while also authentically experiencing a culture or country in an exciting way.
• Characteristics –
As this is an older set, they still rely a lot on word-of-mouth, travel agents and print magazines for travel advice. More, however, will be accessing the digital world soon…and some already do through Facebook, blogs and online news.
• Demographics –
Male, female, couples or solo. Aged: 35—70 years old. Empty nesters, retirees, DINKS, 1%’ers wealth-wise, live all around the globe (but can read/speak English), successful business/family/career-wise, curious about the world, fashion-forward, aware of trends in fashion/beauty/style/luxury, buy luxury brand names, semi-digitally savvy.
• Value proposition:
This brand offers the reader an honest, concise inside look into all aspects of elite travel adventures, with the necessary information on how they can have a fun, luxurious travel experience.
• Benefits and features:
visually pleasing/easy-on-the-eyes, inspiring and exciting. Style matched with substance.
Call to Action
--Connect on a personal level with the brand logo
--Feel like the brand logo aligns with their ideals regarding luxury travel adventures
--Compel them to engage with the brand (through the website, signing up for website newsletter, buying a product on the site).
• Format –
Blog Website, Social Media (Facebook, Instagram, Twitter), Business Card
• Layout –
none at this time.
• Tone –
Luxurious. Fun. Inspiring. Unique. Exciting. Witty. Concise. Modern.
• Visual –
Open to suggestions…I think those colors that are “rich” like jewel tones (deep blue sapphire, rich purple amethyst, etc.), or evoke exclusivity (black) or wealth (metals like gold, platinum, rose gold) would work well. I would like a color combo that I can carry throughout the website as well. Women make 67% of travel/vacation decisions, so having a feminine look wouldn’t hurt either. I think the femininity may translate into the fonts used (san serif, cursive) or design elements (rounded vs squared design). Clean, easy to read and evocative.
• Localization –
Will be directed to English-speaking persons, across the globe.
• Brand guidelines: none
• Existing source materials and content,: none
• Benchmarks or best of breed comparable examples (of websites):
o While not luxury, I like theblondabroad.com ‘s web design and tone.
o While not visually interesting, I like thecultureur.com ‘s writing.
• Legal considerations: none
• Potential taglines that I’m considering:
o Stylish Global Adventures
Luxury. Travel. Adventure.
Legendary Global Experiences
lite Global Experiences
The Good Life Goes Global
Live for the Legendary
Live Life Luxuriously
Fun. Stylish. Travel.
Beyond Luxury Travel
Journey Beyond the Ordinary
Stylish Travel, With A Twist
First-Class Travel, With A Twist