When hotel management company Atmind Group approached us, they had ambitions to transition into the mid- to upscale market for hybrid hotel and serviced residences. They asked us to define a positioning and brand concept to serve as a prototype of this new business model in the coastal resort town of Pattaya.
Hotel positioning & concept
Tone of voice
Social media templates
Corporate identity guidelines
QUO needed to build a brand that distinguished Atmind’s offering in a crowded, often homogenous rental and resort market.
Pushing against the overplayed tropes of ‘international luxury’, we crafted a brand rooted in the local bona fides of Atmind Group. Together, we produced Arbour—a brand rooted in creative F&B, biophilic design and real links to Thai culture. From this place of distinction came a visual identity, tone of voice and online marketing plan to successfully position Arbour as an urban sanctuary with character.