Objective
The Louie is a boutique hotel in New Orleans, Louisiana. The hotel pays well-deserved homage to the abundance of history and culture that can be found in New Orleans. Guests can expect The Louie to help them discover their ideal slice of The Big Easy with the opportunity to hear live jazz every evening within the comfort of the hotel. The Louie was crafted with demographic in mind that is middle class, aged between 30 and 45 years old. The people of this demographic enjoy saving their money to allow themselves the opportunity to travel to locations that offer authenticity and will also reinvigorate their ins. By understanding what their guests value, The Louie was able to curate a unique experience that showcases their love for New Orleans.
Overview
A lively design approach that appreciates the familiarity of industrial design is seen throughout all branding collateral. To capture a charming mood upon first interaction with the hotel, a crest logo was created that mixed together three typefaces: Clarendon, Lemongrass and Verlag. The copy text utilizes Pitch, a monospaced slab serif, that embodies the tactile feeling of a typewriter. Margins are not a concern, as text finds itself close to the edge of the paper, paying tribute to Tennessee Williams, a favorite resident of New Orleans. A color combination of muted lilac, golden dijon and a rich cream pays homage to the creole townhomes found in the French Quarters. Historical photos are converted from black and white to a sepia giving the photography a new sense of warmth and dimension. By being enamored with the culture of New Orleans, The Louie has created a brand that encourages its guests to feel the same.
Creative Brief
Overview
The Louie sits between the lively French Quarters and the offbeat Marigny Neighborhood. Tucked away on Frenchmen Street, The Louie is a welcoming, upscale boutique hotel with seventy-five rooms that range from $125–$250 per night.
Demographics
The Primary target audience for The Louie are millennial’s aged between 25 and 40 years old. They are formally educated, however they believe their life experiences, including travel, have produced more value.
Positioning
The Louie thrives off the soul of New Orleans and the people that inhabit it. The hotel prides itself on keeping things local and establishing neighbor comradery. All furniture, decor, food and beverages are sourced within Orleans Parish.
Personality
So enamored of New Orleans and ready to share it.
Attributes
Generous
We find that sharing our personal knowledge of New Orleans makes a guests stay more memorable.
Amiable
We find that being treated like a tourist and a local can go hand in hand when a friendly demeanor is projected.
Attuned
We find that being culturally versed in the history that bubbles from the city makes every guests interest accessible.
Reliable
We find that being attentive with each guests needs provides for an even more comfortable stay.
