At the foundation of Kip before a hotel existed, I worked with the owner to develop the hotel concept — how to appeal to a booming area which was being flooded by the makers-market and morphing into the mecca of London’s start-up scene. This cascaded across the offering, USPs and fleshing out a hierarchy of the brand’s messages and how to communicate them through their values, a tone of voice and a visual identity.
Tone of Voice
Initial brand work included defining solid foundations for a concept hotel. From values which drove the company forward and informed decisions to a larger future vision and a tone of voice to articulate those ideas – a full brand beyond just pretty pictures was fleshed out to frame a comprehensive concept.
All of this was later packed into a sturdy brand guidelines to help pave the way for consistency and being the adhesive to a strong brand over the years.
Moving forward with the branding nailed down I created parts which brought the brand to life across interiors elements, photography and social media content. At each of these points the values and brand pillars of simplicity were applied informing everything from signage to photography edits and the tone of voice used across online channels.
WEBSITE, Social Media & INFLUENCER CAMPAIGN
Working with Content Strategist Stephanie Boyle we developed a framework for defining our audiences and how to speak with them online. Using this framework we developed both our written and visual language while bringing on influencers including Jordan Bunker, Anthony Lee, Lydia Harper, Luke Martin and more of the UK’s top tier of ‘minimalist’ influencers, particularly those with a killer eye for photography, not just reach.
TARGETED MAILCHIMP & GOOGLE ADS
Alongside a monthly direct mailer campaign with MailChimp, I designed a full suite of Google Paid Ads to target users looking to stay in the area. The Google Ads were executed, managed and refined by with Euan Cameron after consultation on the audiences outlined and best ways to reach them. This has been an ongoing process of refinement bringing in some staggering numbers in revenue.
The first month into our digital campaign was the best month Kip had ever had in terms of bookings
April, before the digital campaign started, sales were down 13%, August bookings 2018 was up 52% from August 2017
Website traffic increased 138%
Shown on Channel 5’s Hotel Inspector as ‘the future of affordable accommodation’
STR stats reported hotel revenue London was down on previous year while Kip Hotel was up 20% on revenue
300% increase in online following with 6 months activity
In a competitive market, Kip has grown to become the market-leader in London affordable accommodation