In repositioning the Sage Hotel brand within the crowded hospitality space of three star chains, Brandcourage looked to connect each of its unique properties based upon their localness and proximity to the individual experiences of its guests. ‘Your thing’ expressed the notion that each and every one of us seek something different and this was the brand that could delivered it.
“We celebrate the best of our local communities in every property; committing to richness, colour, attractive rough edges, and genuine home-spun hospitality. We delight in finding those treasured nuggets of local flavour that make each stay unique. In inviting vibrant local culture in, we provide a stranger a sense of belonging, and create memorable experiences our guests will want to repeat.”
The brand promise ‘Enjoy here’ was developed in conjunction with a fresh and customisable illustration style, that augmented individual elements of experience like dining, fun, sports, entertainment, site seeing… even natural flora and unique animal life… to create a mosaic that would be interesting (as a key visual) and bring to life all that was desirable and inspirational about the property and its immediate enclave.