challenge:

Create a Concept Identity with Logo

An upscale hotel is introducing a new concept developed by Grill Ventures. Ownership challenged Grill Ventures to develop its identity package.



We began this project our naming ideation process. Our process takes a strategic approach: what is the purpose of the name, who is the audience, what is the intended reaction, etc. Our first step is to develop criteria for a “successful” name. What will a successful name have to achieve?


We then work with the client to create a number of alternative names through extensive ideation, based on a naming identity grid developed by Grill Ventures. After a list of favorites is culled URL research is conducted. And final candidate names are focused grouped in the context of both facility and menu.


When a name is selected multiple artists are engaged to create visual concepts for the logo. One artist is selected, and final artwork is prepared.




results:

Client logo and name were created on time for menu printing, directory printing and opening ceremonies.