Refined Bliss: Amilla Fushi Gets a Branding Makeover

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Refined Bliss: Amilla Fushi Gets a Branding Makeover

Last Updated
16 July 2020
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Amilla Fushi has made waves in the Maldives resort space in the two years since opening in 2015.

It quickly became known as a glamorous getaway for discerning jetsetters, with sleek whitewashed villas and a greater selection of large, multi-bedroom residences than any other Maldives resort.

This has opened up the archipelago to families and groups of friends who appreciate Amilla’s clean, contemporary design, diverse dining options and ideal location, just 30 minutes from Malé International Airport.

Amilla Fushi had successfully established its key selling points and did not need a radical brand overhaul. However, the resort’s management came to QUO to refresh the brand to more precisely target guests and drive direct bookings.

Amilla Fushi’s identity in its first two years focused on the concept of ‘your island home’. It was a natural brand essence that derived from the name; Amilla Fushi literally translates to ‘My Island Home’ in Dhivehi. Ultimately, this identity didn’t quite capture the glamorous exclusivity of Amilla Fushi, so tweaks to its brand traits and brand essence were in order. 

To define exactly how Amilla Fushi should evolve its brand, QUO analysed competitors and guest typologies before creating a new brand strategy, which involved the creation of an updated visual identity and a new tone of voice. With the brand strategy and guidelines for images and copy in place, QUO proposed ideas to amplify the brand, before moving on to design and produce brand collateral, brochures, a new tagline and various marketing materials.

The new tagline – Island Bliss – more adeptly captures Amilla Fushi’s seemingly effortless delivery of idyllic luxury. At the core of the new identity: an alluring vision of the good life, indulgently simple and blissfully free of ostentation.

QUO also created a modern website for the resort, with a crisp magazine-style layout that reflects Amilla Fushi’s chic, minimalist aesthetic. Meanwhile, a poetic new tone of voice paints a lyrically descriptive picture of Amilla Fushi’s richly idyllic surrounds. 

Check out the new Amilla Fushi website at www.amilla.com

A Clean Slate: Rebranding a Phuket Icon

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A Clean Slate: Rebranding a Phuket Icon

Last Updated
10 April 2020
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In February 2017, we reported that QUO was in the process of rebranding Phuket’s iconic Indigo Pearl resort.

The Bill Bensley-designed luxury property desired a new identity that would reposition it at the higher end of the market. The project entailed adopting a new name and visual identity, plus the development of a tone of voice, a brand video and a whole new website.

After months of creative development, the final element of the rebrand has been launched with the new site. 

An immersive experience for the user, the site showcases the arty industrial aesthetic of The Slate’s new visual identity and incorporates its new whimsically poetic tone of voice to create an enchanting portal for this innovative brand. The responsive site is heavily led by the resort’s new imagery, drawing visitors into the fantastical world of The Slate, and driving direct bookings through an easy-to-use and attractive interface.

The website joins a comprehensive range of marketing collateral and operational items to form a full 360-degree rebranding of the property, bolstering a refreshment of The Slate’s hardware that saw its suites and villas, dining venues and wellness centre rejuvenated with new looks.   

Visit The Slate’s new website at www.TheSlatePhuket.com

Tiger Palace Resort Shakes Up South Asian Entertainment

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Tiger Palace Resort Shakes Up South Asian Entertainment

Last Updated
27 December 2019
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One of Asia’s up-and-coming gaming operators, Silver Heritage Group, is revolutionising the entertainment landscape in South Asia with the launch of Tiger Palace, its first integrated resort brand.

QUO created the resort’s distinct identity with a strong focus on the ‘Dare to Go Wild’ brand essence.

The resort’s brand was created with the clear vision of transforming the Indian – and broader South Asian – casino entertainment industry. Located in Bhairahawa, Nepal only 8kms from the border with India, Tiger Palace Resort is easily accessible from the target markets of Delhi, Uttar Pradesh, Bihar and West Bengal. Around 430 million people live within a six-hour drive of the resort and Tiger Palace Resort provides an exhilarating entertainment destination, unlike anything these consumers have seen before.

A place to let loose, escape the everyday and live for the moment, it perfectly combines international flair with a local sensibility to create a truly dynamic, engaging experience. It is the first integrated resort brand that speaks to the needs of today’s Indian consumer. An accessible yet aspirational fully integrated entertainment destination, the target audience includes bachelors, groups of friends and young corporates who enjoy the good things in life and like to have fun.

The first task when Silver Heritage gave QUO the branding job was to analyse the resort’s competitors and guest typologies. After that came brand strategy execution that included logo design and production of Visual Identity Guidelines and a Tone of Voice document to give the brand a distinctive look and personality. With these guidelines in place, QUO proposed ideas to incorporate the brand ethos at different touchpoints along the guest journey.

One of the most important touchpoints is the website, which QUO designed to highlight the brand’s identity. The engaging, easy-to-navigate website focuses not only on the resort and casino but also the destination of Bhairahawa, Nepal which is near two UNESCO World Heritage sites; the birthplace of the Buddha in Lumbini and Chitwan National Park.

Since the initial branding and strategy work, QUO’s New Delhi office has been the Tiger Palace Resort brand custodian. This has meant naming the resort’s bars and restaurants, overseeing design and production for sales and marketing collaterals, creating over 150 front-of-house and back-of-house collaterals as well as a strategic 360-degree marketing and communications rollout plan. Currently, QUO’s India office is busy with the brand launch advertising and PR campaign.

Visit the Tiger Palace Resort’s website at http://tigerpalace.com/

Creating Characters to Fight Climate Change

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Creating Characters to Fight Climate Change

Last Updated
10 April 2020
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Climate change is one of the biggest crises facing our planet, and it requires all of us to help curb emissions of the greenhouse gasses responsible for global warming.

For each of us to do our part, we need access to clear information about our own climate impact. But the science around global warming can be daunting and it is hard for people to know where to start, even when they’re eager to help.

To overcome this challenge, the United Nations Framework Convention on Climate Change launched the Climate Neutral Now campaign in 2015, which consists of three steps:

  1. Measure your climate footprint;
  2. Reduce it as much as possible;
  3. Offset the unavoidable ones with UN-certified credits.

UN Climate Change recently relaunched a website that offers concise information that allows visitors to calculate their own household emissions. It includes an e-commerce platform where visitors can purchase certified emission reduction (CER) credits to offset their remaining emissions. The UN e-commerce platform sends the money paid towards these credits directly to the accounts of the eco-friendly project(s) selected (solar energy schemes, cook stoves, reforestation, etc.) in developing countries.

To draw people in, the website incorporates a fun and accessible quiz that allows users to find their “Climattitude” ­– or climate attitude – represented by an illustrated character. As part of an awareness campaign, UNFCCC worked with QUO to conceptualize five distinctive Climattitude characters, with the goal of giving a friendly face to a serious topic. Most of all, the characters needed to be relatable and non-judgmental, as on our journey to a carbon neutral future, each of us is starting from a different place and has a different mindset. The QUO team developed the concept of characters based on elements from the natural world to represent each attitude – incorporating snow, wind, stone, grass and water. Two weeks after the start of the campaign, these characters have so far driven 24.5K page views on the website, which UN Climate Change considers a great success!

When site visitors discover which of the five Climattitudes represents them, they can share the character via social media platforms, thus raising more awareness on the subject and boosting visitor numbers to the site, with the ultimate goal of encouraging real change.

So what’s your Climattitude? Why not take the “What’s your Climattitude?” quiz today and find out how you can get on the pathway to being carbon neutral?

For more details on the Climattitude campaign and to learn more about steps you can take to reduce greenhouse gas emissions, visit https://unfccc.int/climate-action/climate-neutral-now.

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