THE MYST

OUR WORK

THE MYST

Tapping into a Vibrant City’s Soul

Last Updated
September 19, 2019
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In mid-2016 Vietnamese hotel company Silverland Hotels & Spas had some ‘soul searching’ to do. With seven sleek mid-range properties located around Saigon, they thought it was time to launch something a little different. With a premium boutique concept in mind, they wanted a brand that would capture the essence of Saigon and pay tribute to its charming alleys and shophouses with strong design elements that connected travellers to the locale.

SERVICES

Brand Culture
Visual Identity
Tone of Voice
Website Development

BRAND CULTURE

Emerging from The Myst

Silverland’s desire to tell an authentic Saigon story presented a refreshing challenge for us. Receptive to more fearless and progressive brand traits, they were open to creating a truly ‘Vietnamese’ brand that had an exclusive vibe, but was more inclusive than their competitors. Free from the constraints of conservatism, we cultivated The Myst’s persona as a peaceful respite amidst the bustle of Saigon, one that celebrated the locale in a boldly contemporary way.

VISUAL IDENTITY

Evoking Tradition in a Contemporary Way

In order to visually express The Myst’s brand essence as a “refreshingly unique expression of Saigon culture”, QUO created a minimalist, yet distinctive, letterform-only logo. Emphasising the mystery and the promise of discovery, the ‘Y’ is stylised to omit its right arm, piqueing curiosity for about product.

The letter ‘Y’ also represents a fork in the road, reminiscent of the nostalgic old alleyways (hẻm) of Saigon. By using a sans serif font for ‘The Myst’ and a serif font for its descriptor—‘Dong Khoi’—we created a contrast between old and new, just like The Myst itself.

TONE OF VOICE

A Magical, Myst-ery Tour

When finding a voice for The Myst, we wanted to tap into the ‘poetry’ of life in Saigon, its rhythms and the nostalgic vibe of its old shophouses and alleyways. The resultant voice sports a mellifluous tone, with a hint of poetry to set a gently intriguing scene.

WEBSITE DEVELOPMENT

Cyberspace, Myst-ified

In order to share The Myst’s story with the world (and encourage direct bookings) we created a website that would act as an online storyteller. This visually delightful and descriptive site shares pertinent need-to-know details, while alluding to the gems of the property and locale awaiting guests’ discovery.

Naturally, the booking button is prominently displayed, as well as a chat feature for visitors to instantly communicate with The Myst. The imagery captures The Myst’s unique decor while a super-simple UX makes it effortless to navigate.

In March 2018, The Myst was featured in a write-up on Hospitality Design for its boutique blend of antiques and modern lines.

Enjoyed this article? You can read more about the work we’ve done for some of the world’s biggest brands here.

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JAZ IN THE CITY

OUR WORK

JAZ IN THE CITY

Creating a Hip Urban Hotel Brand

Last Updated
September 19, 2019
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Jaz in the City is one of our most vibrant brands, and one that has stayed true to its original vision through every touchpoint as it has grown from the original hotel in Amsterdam with new properties across Europe and beyond.

It all started when parent group Deutsche Hospitality (then Steigenberger Hotel Group) approached us back in 2014 to create a distinctive, experience-led brand that would help them expand the existing Jaz portfolio (already established as a luxury resort brand in Egypt) into Europe in a way that made sense.

SERVICES

Brand Culture
Brand Video
Promotional Design
Tone of Voice
Visual Identity

BRAND STRATEGY

Getting into the Groove

After lots of collaboration with Deutsche Hospitality, QUO’s strategy team came up with the “In tune, but offbeat” Jaz in the City, an experiential brand that promised to sync global travellers with the rhythm of the locale. Borrowing heavily from jazz culture – because you should never look a gift horse in the mouth! – the resultant brand celebrates art and music, and uses improvisation to stay fresh and ‘tuned in’.

VISUAL IDENTITY

A Universal Beat

Jaz already had a name and a logo, which was pure letterform with Arabian-style serifs. We took it and modernised it by separating its cursive letters to improve legibility and accessibility. For the colour, black was out – only royal purple would do, to give Jaz a luxurious feel.

‘In the City’ was used as a descriptor, to differentiate properties from their Egyptian cousins. The logo works both without the descriptor and with the property location, as pictured. A secondary colour of orange – or oranje, if you prefer – was used to reflect Jaz Amsterdam’s Dutch pride.

TONE OF VOICE

Night at the Improv

How would you expect Jaz to speak? A jazzy tone suited the brand perfectly, but to keep it rooted in the now, its wordplay, rhythm and rhyme was injected with a cheeky sass – the confidence of a truly in-the-know local. To provide a sense of place, and to be truly improvisational, the voice incorporates local slang and sayings.

PROMOTIONAL DESIGN

Keepin’ it Cool

There was no place for tired old stationery and boring ‘do not disturb’ signs at Jaz. Amenities invite guests to “Make your Jaz hands sparkle” (soap) and “Clean up your act” (shower gel). All around the hotel, the brand voice works together with the rich royal purple for a brand experience that hits every note. Even in longer form, Jaz copy’s got that swing.

VIDEO

Lights, Camera, Jaz!

The brand video for Jaz posed a problem we often have: what do you feature in a video if there’s no product? The answer is either stock footage or animation, so we went with the former to convey Jaz’s dedication to the locale. Using footage of Amsterdam cut together with ‘improv’ takes and a jazzy saxophone-led soundtrack, the result is fun, quirky and a little offbeat, with text on screen to help pull all the traits together.

See the brand in action by checking out Jaz on the web here.

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UNICEF

OUR WORK

UNICEF

Protecting our Children’s Futures

Last Updated
October 8, 2019
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The United Nations Children’s Fund (UNICEF) is centred on the health and wellbeing of children around the world. Their campaigns, programmes and field work operate on a global scale, and QUO is proud to have had a strong and constant relationship with them over the last 20 years; bringing to life some of their most challenging and pioneering projects.

Infographics Masterclass

Infographics (information-graphics) are visual elements that express oftentimes complicated information in an effective and easily digestible manner. This creative area of communication has exploded in popularity among organisations and governments for its ability to convey information to people at a glance.

QUO has an extensive portfolio of infographic design and application, and was honoured to be invited by UNICEF East Asia and the Pacific Regional Office (EAPRO) to conduct a series of infographic training classes with their staff. The classes were aimed at teaching how to identify key information that could be turned into visual imagery and how to present this information in the most effective way, building the capacity for UNICEF staff to be able to develop and disseminate key information quickly in-house.

Jumping the Talk, Walking the Walk

As lifestyles have become more sedentary, and the consumption of unhealthy food has increased, non-communicable diseases (NCDs) threaten the health of millions of adults and children. To encourage people to kick-start a fitness regime, the Permanent Mission of Sweden and Jamaica, UNICEF, and other partners led a healthy workout session called #jumpthetalk at the Third United Nations High-level Meeting on NCDs at United Nations Headquarters.

UNICEF worked with QUO to promote the event. The posters, leaflets and banners show children in action, combined with the zigzag of an electrocardiogram readout to remind people that exercise is the best defence against heart disease. #jumpthetalk succeeded in having a multitude of suited officials joining the children and delegates exercising out on the lawn.

Handwashing Heroes

Despite the availability of simple and effective treatments, diarrhoea remains a leading killer of children, accounting for 9% of all deaths among children under age 5 worldwide in 2015. These deaths persist often due to a poor sanitation and hygienic practices. To combat this, the UNICEF Pacific office approached QUO to develop a campaign for the Solomon Islands to tackle this issue.

QUO conceptualised the key messages and developed a set of stories that resonate with children, with illustrations designed to be engaging and relevant to the Solomon Islands context. The books tell the story of two handwashing heroes, Soap and Water, following a cast of human characters through country-specific situations to promote the campaign’s chosen message, “Stay Healthy”.

Tackling Inequities in Children’s Health Outcomes

Since 1990, remarkable gains have been made in improving outcomes for children and women. The number of children dying before the age of five years old has almost halved, and similar progress has been made in reducing maternal mortality. However, inequities remain both among and within countries.

To tackle these persisting issues, UNICEF New York Headquarters worked with QUO to create two reports. One on UNICEF’s new health strategy through 2030, and the other on UNICEF’s Health Systems Strengthening Approach. QUO utilised a distinct colour scheme and selection of photos to clearly define each topic. A short synopsis was written and designed to accompany each report, distilling the main findings from the reports into six-page folding brochures.

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SOUTHERN LAOS

OUR WORK

SOUTHERN LAOS

Branding an Enchanting Destination

Last Updated
September 19, 2019
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With a wealth of natural, cultural and historical attractions, Southern Laos is an ideal destination for tourists searching for an enchanting getaway. But until very recently Southern Laos was relatively undiscovered, often overshadowed by neighbouring Thailand and Vietnam, and other regional attractions.

Looking to bring this magical destination to the wider world, Swisscontact, an independent foundation for international development cooperation, brought together a coalition of public, private and civil society in 2015 to help create income and job opportunities for the local population through a more competitive tourism sector.

As part of this effort, QUO was appointed to create a fresh destination brand that would reflect the region’s diversity and the life-changing new experiences to be found there.

SERVICES

Brand Strategy
Visual Identity
Promotional Collateral
Tone of Voice
Website Development
Video

BRAND STRATEGY

A Multi-agency Partnership

The project was kicked off by a two-day branding workshop in Pakse with key stakeholders from the region including tour operators, travel agents, hotel owners and local government authorities.

Drawing on valuable local insights and additional research, our brand strategy team began to form a compelling brand culture around the region’s intrinsic diversity, serenity, distinct charm and ‘Sabai Sabai’ (relaxed) approach to life. Following a tour of Southern Laos’ most inspirational and iconic sites the team returned to Bangkok to develop the brand essence that would define the destination – ‘Charming by Nature’.

VISUAL IDENTITY

Bringing the Essence to Life

QUO’s creative team drew inspiration from Southern Laos’ expressive personalities, proud traditions and stunning geography to translate the brand essence – which was also adopted as the Southern Laos tagline – into a logo evoking the Lao alphabet’s circular forms with the image of a fisherman in a long-tail boat as well as a compelling visual identity. Clear instruction on how to bring the new identity to life were outlined for the client in detailed visual identity and photography guidelines.

PROMOTIONAL COLLATERAL

‘Beyond the Ordinary’

To help promote the destination and the new brand, a special Southern Laos destination guide was produced with an introduction to the region, a detailed location guide, and tips and tricks to help travellers to get the most from their experience. The guide, entitled ‘Beyond the Ordinary’, brought the brand’s new visual identity to life, working seamlessly with beautiful imagery from the region’s most iconic attractions.

TONE OF VOICE

‘The Local Expert’

With the visual identity in place, it fell to QUO’s content team to develop a tone of voice that would define how Southern Laos communicates with the world. It developed the voice of a ‘local expert’ who knows the region forwards and backwards and speaks in a direct, confident and knowledgeable manner.

WEBSITE DEVELOPMENT

Connecting Southern Laos with the World

As the project began to take shape, it fell to QUO’s digital team to build an interactive, informative website that would do justice to this magical destination.  Taking advantage of the stunning beauty of Southern Laos, we opted for a design that focused heavily on large, high-definition images. The site also includes full destination and culture guides, a trip planner, news updates and more.

You can check the website out for yourself right here.

VIDEO

Capturing the Spirit of the Region

The Southern Laos brand was further amplified by an engaging promotional video produced to help potential visitors explore the attractions on offer in the region. The Southern Laos video is an embodiment of the spirit of the region, showing beautiful scenery, the generosity of the local people, and a place ideal for slowing down, living in the moment and enjoying life.

It showcases the jewels of Southern Laos, such as the exotic Four Thousand Islands on the Mekong River, the stunning waterfalls of the Bolaven Plateau, Vat Phou Temple, the shadow puppet theatre and the warm smiles of the locals.

OTHER CASE STUDIES

HOSPITALITY
Branding ‘Indochine 2.0’
Brand Culture . Naming Strategy . Tone of Voice . Logo and Brand Identity . Online Marketing . Website Development
HOSPITALITY
Tapping into a Vibrant City’s Soul
Brand Culture . Guest Experience . Naming Strategy . Logo and Brand Identity . Website Development
HOSPITALITY
How we Branded 'Freedom'
Brand Culture . Guest Experience . Brand Video . Tone of Voice . Visual Identity . Website Development
HOSPITALITY
Creating a Hip Urban Hotel Brand
Brand Culture . Guest Experience . Brand Video . Tone of Voice . Logo and Brand Identity
HOSPITALITY
Honing a Legend
Brand Culture . Guest Experience . Tone of Voice . Logo and Brand Identity . Website Development
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