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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THE NAUTILUS

OUR WORK

THE NAUTILUS

How we Branded ‘Freedom’

Last Updated
September 19, 2019
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What is freedom? Is it something you can buy, or brand?

These questions and more arose when we began our branding journey with The Nautilus, a new Maldivian project aimed at ultra-high net worth individuals. Looking to create a stand-out brand for their intimate, untouched island in Baa Atoll, The Nautilus needed an identity that truly offered something of elusive and undisputed value to people who ‘have it all’.

QUO was tasked with not only creating a brand strategy and culture for The Nautilus, but also a distinctive visual identity, a brand voice, all kinds of collateral, a website, and a brand video shot on The Nautilus’ idyllic Maldivian island.

But first we had to ask: what is the most precious commodity of all?

SERVICES

Brand Culture
Visual Identity
Tone of Voice
Website Development
Promotional Design
Brand Video

BRAND CULTURE

Liberating Indulgence

The answer? Time.

Time is the one thing money can’t buy. But on a private island in the Maldives, why address time at all? This was central to the brand positioning created by QUO, as we completely stripped the concept of time away from The Nautilus experience to create an immensely private resort where a whimsically bohemian attitude allows guests to do what they want, when they want. The Nautilus emerged as a sophisticated refuge affording guests the freedom to enjoy life’s elusive elemental pleasures, namely the ability to simply be.

VISUAL IDENTITY

Breathing Life into an Empty Shell

The Nautilus, having come to QUO with a name in place, needed a visual identity that flew in the face of expectation. While the resort hardware itself would have echoes of a nautilus shape, the designers and strategists at QUO didn’t think it would position the brand correctly to utilise the shell shape overtly through its corporate identity.

Instead, we crafted a logo that would breathe bohemian sophistication into The Nautilus and its collateral, one that would resonate with both its luxurious side and its more free-wheeling spirit of liberation.

TONE OF VOICE

A Modern Bohemian

The voice created for The Nautilus does not shy away from its poetic side. Unafraid to ponder aloud, it sets a philosophical mood with provocative questions peppered throughout the prose. It also ‘paints with words’ to create a sense of intrigue and invite readers into a world without inhibitions—a world of their own making.

WEBSITE DEVELOPMENT

What is Your Greatest Freedom?

Before The Nautilus opened, QUO crafted a microsite using a different approach to recreating the guest journey with visuals that reflected The Nautilus’ bohemian-but-sophisticated essence. All of QUO’s departments were involved in the creation of the initial site map, integration strategy, design, content and digital direction to create a fully immersive user experience. Based on the key experiences offered by the resort, its whimsical tone laid the groundwork for the full The Nautilus website, which was released after the resort’s opening.

PROMOTIONAL DESIGN

No Ordinary Brochure

The Nautilus was never going to have a normal hotel brochure. The 32-page book was Chinese-bound, providing more flexibility with printing, and allowing us to add a twine binding around the outside of the cover, in keeping with the bohemian style of the visual identity.

BRAND VIDEO

A Place Beyond Time

Finally, to fully capture The Nautilus guest experience, the QUO video team went on-site to film a brand video. Outlining the resort’s aim of letting guests escape the bounds of time, we sourced models and travelled with them to the resort to craft a two-minute story about the resort’s offerings amidst the stunning scenery of the Maldives.

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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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BAROS

OUR WORK

BAROS

Honing a Legend

Last Updated
September 19, 2019
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Baros Maldives is an undisputed legend. This luxurious island resort has been a beacon of Maldivian hospitality for more than four decades. After starting out as a dive resort, today Baros represents the standard for luxury in the Maldives. How do you improve upon a brand with that kind of pedigree?

That was our challenge.

SERVICES

Brand Culture
Visual Identity
Tone of Voice
Website Development

BRAND CULTURE

Reimagining Baros

Forty years ago, when many were saying the Maldives could never succeed as a major tourism destination, Baros had already opened its doors.  When the archipelago was still communicating with the outside world via Morse Code, Baros was wowing the Maldives’ earliest guests with warm hospitality and a vibrant house reef. 

In 2017, Baros entrusted QUO with the task of encapsulating this rich heritage and unrivalled reputation in a new brand identity that also reflected its progressive spirit.

QUO worked closely with Baros to help refine its forward-thinking vision in a way that stayed true to its past. While the resort didn’t need a radical change in culture, there was a need, after more than 40 years, to ensure Baros didn’t become stale or content to rest on its laurels.

The result is an evolution of the Baros brand that seamlessly blends its position as one of the Maldives’ original and best resorts with an enterprising, ever-evolving spirit.

VISUAL IDENTITY

Letting Natural Beauty Shine Through

How do you create a visual identity for a place so stunning it defies description? For our design department, the answer was to give Baros’ beautiful natural scenery and cosy interior decor plenty of room to breathe. Earthy greens and subtle browns communicate the hues of Baros’ natural palette, giving the brand a sophisticated, down-to-earth feel, while gold foil adds a glint of luxury and makes the logo ‘pop’ on print applications.

For the new Baros logo, the ‘B’ mark features wave or shell patterns to reflect the resort’s island identity. The gold foil used for the mark reflects Baros’ lasting legacy as a ‘statesman’ of Maldivian hospitality, and of course, communicate luxury status. The rich green shade reflects the property’s towering palm canopy—a rare attribute in the Maldives, where many islands still have younger, less-developed gardens.

A resort that has been around for decades has a lot of well-established collateral, so naturally part of the Baros rebrand involved redesigning day-to-day operational items. A factsheet, brochure and spa menu were first to be produced with the new visual identity and brand voice. Items to follow included everything from name cards to flip-flops.

TONE OF VOICE

Giving Baros a Voice

To reflect Baros’ rich heritage and inherent warmth, QUO’s content department sought to develop a brand voice that was engaging in a classic way. The goal was to create a voice that would reinforce Baros’ status as a Maldivian legend, while conveying the island’s beauty in a traditional-yet-modern way.

The new brand voice recreates the magic of the Baros experience by appealing to the senses with imagery-rich prose that creates naturally spellbinding scenes. Elegant but warm and welcoming, this voice works seamlessly with the brand’s visual elements.

WEBSITE DEVELOPMENT

Bringing Baros to the World

As one of the world’s leading luxury resorts, Baros didn’t ‘need’ an urgent website update to generate bookings—but to stay relevant in a market where competitors have sleek, modern sites, Baros had to make the change.

QUO’s digital team combined stunning imagery with a user-friendly interface, including high-res images, interactive galleries, crucial resort information and a floating booking button.

MORE 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
ADVOCACY
Protecting our Children’s Futures
Visual Identity
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