We are søster. A creative agency using unique travel insight to fuel and enhance a brand’s offering. Delivering creative content, brand strategy and global experiences, we use wanderlust to inspire audiences and supercharge companies. As the sister of world-renowned travel company Black Tomato, we’re retailers as well as creators. This means our work is uniquely effective. We are able to draw upon insight into customer behaviour, travel industry expertise, and an understanding of future trends, which gives us an unparalleled understanding of the entire travel market. This knowledge allows us to provide an unsurpassed level of expertise for both brands in travel and those brands seeking to use travel as a vehicle to engage with and put themselves on their audiences’ map.
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Hotel Okura Amsterdam: A Japanese Connection
Renowned corporate travel and conferencing venue, the luxurious Japanese-owned Hotel Okura Amsterdam required a clearer brand story and redefined brand positioning to help them appeal to and connect with leisure travellers.
We delivered a two-day branding workshop with senior management to pinpoint the unique essence of the hotel and how this should inform their positioning. In this workshop, we started with desk research locally and globally to better understand how Hotel Okura differentiated themselves. Using a combination of brand archetypes and personality exercises we helped them build a portrait for themselves.
We translated our findings into practical Brand Identity Guidelines to help Hotel Okura Amsterdam live by their new positioning, whilst still adhering to strict branding rules set by their Japanese parent brand, Okura Hotels & Resorts. The new positioning was further brought to life through supporting marketing assets provided by us: a beautiful brand video and a hotel photography shoot.
The Lasting Impression
The Brand Identity Guidelines for Hotel Okura are in use today. The detailed strategy helped embody the Japanese culture which in turn helped them connect with new types of leisure travellers.