- Client
- Ginger
- Services
- Social Media
- Packaging
Of all the case studies here in our online suite, IHCL / Ginger Hotels is different and unique. This wasn’t about Social, Print, Film or other such – rather, it was entirely focussed on a precise and specific brand exercise: Developing the brand book.
Again, this was no ordinary brand book, for it belongs to IHCL (Indian Hotels Company Ltd) – the parent entity of the Taj Hotels and Ginger chains. And, as the world knows, the Taj brand name is synonymous with the highest standards of global hospitality. It was therefore a matter of extreme pride for Water Communications to be involved with a key aspect of the brand communications – or rather, the all-important guidelines that would instruct ad agencies on how to handle the brand communication.
Brand Guidelines are crucial in that they ensure the brand identity, messaging and visual elements consistently align with the brand’s business objectives, market position and target audience sensibilities.
This brand book evolved through constant interaction with IHCL’s brand managers, collating vital inputs, carefully calibrating nuances, and honing everything from language, delivery and tone. In a sense, the brand book itself was an exercise in brand building!
In fact, it was almost a case study for branding and marketing text books. We broke down and micro-managed each little aspect – getting right under the skin of brand and target audience alike.
The TA was identified as one not constrained by the lingering linearity code of their lives; rather, a collective for whom the lines between work and play blur – despite their jet-setting lives as forever-on-the-go executives. Perhaps, a co-existence of contrasting elements.
This perpetual-yet-happy contrast, helped define the Brand Promise and Passion Points: Work and Play, Local and Global, Individual and Collective, Digital and Physical… as far as Brand Ginger was concerned, this went beyond mere words, but on-ground interpretation – in the chain’s amenities and offerings, down to F&B, service and ambience.
Leveraging our experience as a 360o advertising, branding and communications agency, we constructed the Brand Personality and Brand Voice. The Personality we determined as Exploratory and Adventurous, Smart and Witty, Intuitive and High on Energy. Along these lines, the brand engaged its patrons through arts, entertainment and technology – with its employees trained to help guests find what they enjoy doing the most.
In keeping with the fast-paced, high-energy personality of the guest, so also the brand. All of this had to be conveyed in a classy, elegant and professional manner – a tone of voice that is both smart and witty. And all of which was lucidly defined in the Brand Personality section.
Likewise, following inputs from the brand managers, we defined the Brand Voice as Playful, Conversational, Passionate and Confident.
Given the world-class standards of the brand, this brand book had to reflect the same value. Even across all the regular mandatories that populate brand guidelines – everything from usage of logo, colour combinations, typography, weightages, hierarchy and spacing. We addressed everything in such detail and precision befitting the brand.
The exercise extended to developing templates for presentations, social media, email, and other communication formats.
We covered macro and micro – from signages and photography guidelines to the entire spectrum of brand stationery… visiting cards, envelopes, keycards and jackets, laundry bags, luggage tags, tray mats, name pins and menus. The restaurant area alone required endless aspects to be addressed.
This brand book assignment wasn’t just about the here and now. The mandate was to make it future-proof – scale it up to adapt to future growth and market evolution. Provision had to be made to integrate evolving trends and technologies without compromising brand integrity.
The IHCL / Ginger brand book came off as a solidly, professional marketing treatise, that more than delivered on the client’s mandate. Going beyond the call of duty, we also suggested templates for Social Media posts and presented a few packaging designs as well.
What helped Water Communications deliver to, and in fact surpass, client expectations, is our strengths in and understanding of both conventional and digital media. With a mix of personnel who have sharp creative and digital instincts, tempered by wise heads who been around the world of advertising and communications for decades, we were able to comprehend the client’s requirements and deliver a product that satisfied both conventional and contemporary aesthetics.
