Treete Hotel
Branding & Positioning a New Market Vertical
Business Model
Food & Hospitality
Travel & Tourism
Personal Work
BRAND STRATEGY
Research & Insights
Audience Personas
Purpose & Vision
Values & Culture
Brand Story
Brand Positioning
Personality & Messaging
BRAND DESIGN
Logo & Usage Guidelines
Visual Identity System
NOMENCLATURE
Brand New Name
TONE OF VOICE
Language Rules
Verbal Guidelines
ART DIRECTION
Look & Feel
Photography Manipulation
Image Treatments & Retouching
DIGITAL
UX
Desktop UI
User Portal UI
Tablet UI
Mobile UI
Social Branding
Social Post Templates
Business Cards
Welcome Pack
Gift Card
Key Cards
Postcards
Journal
Stickers
Badges & Pins
Billboard Posters
Environmental
Merchandise
01
ABOUT THE COMPANY
What is Treete? Treete is an experiential hotel, where mood improvement meets self-development for those who want to alleviate digital blues caused by the tech age.
This fictional hotel addressed mental and emotional well-being for those seeking a break from technology.
CHALLENGES & GOALS
Business Challenge
Living online has caused a whole hotst of mental health problems and social media in particular has exasperated this:
Work/Task
- Overwhelm
- Distraction & notifications
- No focus
- Low productivity
- Short attention spans
- Stuck in softare limitations
- Inability to think clearly
Social & Emotional
- Ignored
- Ghosted
- Comparison
- Jugement
- Isolation
- Cyberbullying
- Lack of social skills
- Inability to form long-term relationships
Branding Challenge
There were three key challenges:
- To present cohesive branding that pulls together three industries of bonding, growing and healing.
- To frame seeking help positively.
- To visually express the different energy levels of activities in the hotel (relaxation vs dopamine surge) in a cohesive way.
02
03
UNIQUE SOLUTIONS
Treete combines self-development, personal wellness and social and community-building industries through a hospitality experience, to solve these problems.
The branding solution was to create mood lifting feelings; fun, happy, energised, uplifted, wholesome, clarity and direction in life.
We felt using positive & playful language with energetic visual treatments incorporating bright candy-like colours was appropriate.
