Meet Our Muse
KIMPTON BANNEKER - HOSPITALITY
The Banneker Hotel is located in the heart of the capital just above Scott Circle, fixed among historical neighborhoods and government embassies. Here, the guest is embraced by a deep consideration for the journey that brought them and a warm respect for the needs that will guide their stay.
The Foundation
This Kimpton property, previously Hotel Rouge, reopened in early 2021. Ahead of the hotel’s opening, LFB was tasked with naming, art direction, signage, wayfinding, collateral, and the works. Before we dove into design, we identified our muse and built our brand persona.
This step is crucial in the storytelling process. Defining a brand takes thoughtful consideration of who your customer is, what their wants and needs are, how we can help them, and what solution we’re providing.
Introducing Olivia
AGE: 38, OCCUPATION: DESIGNER BOSS LADY, SALARY: $250-300K
Effortless yet refined, Olivia, a married mother of two, is the founding partner at a well-respected international design firm. To her friends and family, she is Liv; approachable and warm, confident, intelligent, and strong. She finds joy through adventure, extending business trips to explore, yet returns to places that provide comfort.
Spotify Queue
Brand Allegiance
Key Takeaways
A well-defined brand personality allows you to connect with customers on a deeper level, build brand loyalty, and resonate with a target demographic. For Liv, we can extract a few of her persona attributes onto the Hotel’s material selections, interior/exterior finishes, collateral pieces and menu concepts:
Understated Luxury
Attentive to Detail
Soft Textures/Tones
Effortlessness & Ease
