BRANDING BY DESIGN

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People don’t connect with hotels, they connect with stories & experiences.

BRANDING BY DESIGN

Today’s traveler craves a connection and demands an experience. Great hotels deliver that. We find what’s special and bring it to life.At Company B, we believe in branding through storytelling.

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BRANDING BY DESIGN

We know independent hotels. We discover what is unique about each property we serve.It starts with a discovery process and results in brand positioning brought to life through imagery, tone and guest experience.

From establishing your brand pillars to executing these through design, website, social media and guest experience, Company B delivers a strong foundation that sets independent hotels apart.

Because we know being independent is your advantage.

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COMPANY B IS A FULL-SERVICE BRANDING AND MARKETING COMMUNICATIONS FIRM

We’re project managers and creatives who dig in to learn our clients’ businesses, branding goals and how to achieve them. From complete concept

develop to refreshed branding, we implement a strategy that concentrates on your story and key strengths to develop market differentiation for

long-term success.

TEAM

OUR TEAM

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BRANDING BY DESIGNWHERE WE’VE WORKEDAlta UTAlbuquerque NMAnaheim CABoston MAChicago ILCovington KYDubuque IAEleuthera BahamasGreen Bay WIHigh Point NCLong Beach CALos Angeles CAMadison WI Maquoketa IAMarshfield WI Miami FLMiddleberg VA Milwaukee WINew York NYNew Orleans LA Portland ORSan Antonio TXSavannah GASpringfield MOSt. Louis MOTaos NMThe Woodlands TXWoodruff WI

Albuquerque NM

Alta UT

Anaheim CA

Boston MA

Chicago IL

Covington KY

Dubuque IA

Eleuthera Bahamas

Green Bay WI

High Point NC

Long Beach CA

Los Angeles CA

Madison WI

Maquoketa IA

Marshfield WI

Miami FL

Middleberg VA

Milwaukee WI

Minneapolis, MN

Oklahoma City OK

New York NY

Portland OR

San Antonio TX

Sarasota FL

Savannah GA

Springfield MO

St. Louis MO

Taos NM

The Woodlands TX

Woodruff WI

Company B staff have supported clients nationally with services ranging from brand development and marketing to special events and websites.

BRANDING BY DESIGN OUR PROCESS

Discovery• Who is the competition?

• What’s happening in the market?

• Who is the audience, what do they want and why will they notice you?

• How can you be differentiated from the competition?

• What is special about your property/concept?

• What do you look like as represented by images and mood boards?

• What do you sound like in the tone of your messaging?

• What do you feel like based on the experience your customers will have with your brand online and in person?

• What are your “Five Words” and Key Differentiators?

• Define your story.

• Create Brand Standards to guide all decisions.

• Tell your story through visuals and tone.

• Deliver a brand through marketing tactics that promises your unique experience.

WE BELIEVE IN A TEAM APPROACH TO HOTEL BRAND DEVELOPMENT, SO OUR PROCESS INCLUDES

OUR INVOLVEMENT IN THE FOLLOWING AREAS:

• Overall concept development and naming of the hotel and its primary F&B outlets

• Participation in the interior design process to ensure overall branding

• Complete brand development and presentation to the Marriott Autograph Collection executive team

• Brand standards and overall guest experience recommendations

• Production of all branded materials needed for a successful opening

• Website design and development to tell your story and stand out in today’s crowded marketplace and aggressive online booking environment

Development Implementation+ +

CASE STUDIES

Located on the pristine waters of Eleuthera Island in the Bahamas, the French Leave Resort is a true destination – a place worlds away from the stress of everyday life. With a significant renovation underway, owners and management decided to become part of the Marriott Autograph Collection family. And with that comes the opportunity to create their own distinct brand. Company B was brought on board to help capture and showcase the story of a truly unique island destination.

After a warm and restful site visit (poor us), we immediately knew the opportunity – to tell the story of a magical vacation revealing vibrant images of scenes that happen every day at the resort.

• Concept Development

• Brand Presentation to Marriott Autograph Collection

• Branding

• Environmental Branding

• Logo Refinement

• Website

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FRENCH LEAVE RESORT

In one of Minneapolis’ oldest neighborhoods, Elliot Park Hotel and its encompassing KA Construction block mark the ongoing neighborhood revitalization that’s bringing locals and travelers alike to this section of East Town.

Distinguished more by its elegance, urban vibe and friendly Minnesota hospitality than any single theme, the Elliot brings together warmth and refined style. Catering to those curious and fiercely independent, this will be home to anyone with a discerning sense of culture and a passion for all things local.

Working with the developer and hotel management team, Company B has created something that is exactly like nothing else. By writing the story that defines its sophisticated space and target audience.

• Concept Development• Brand Presentation to

Marriott Autograph Collection• Branding• Environmental Branding• Logo Development• Website (in progress)• F&B Concept and Development

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ELLIOT PARK HOTEL

Once known as Boston’s tallest building, this century-old gem is located in the heart of the city and remains a celebrated property with a loyal costumer base. While the hotel experiences a strong occupancy and ADR, the Lenox team thought it was a good time to breath fresh life into their five-year-old website and unintentional branding.

After a productive multi-day site visit and intense branding sessions, we learned the goal was to strengthen the Lenox brand allowing the property to tap into a new customer base that have yet to experience their legendary service.

• Brand Development

• Logo refinement

• Key messaging

• Website Development

• Graphic Design

• Email marketing

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LENOX HOTEL

Your best friends in Boston.

Your home in Boston

lenoxhotel.com

When you want to be in the center of it all.

Your home in Boston

lenoxhotel.com

Take an old warehouse on the outskirts of downtown Milwaukee surrounded by industrial buildings and turn it into a boutique hotel. That challenge was met by our team by developing the concept and branding behind The Iron Horse Hotel. Named by the industry and national media as one of the top independent hotels in the country, The Iron Horse is a product of a strong foundation and years of consistent marketing that supports the brand.

• Concept development

• Environmental branding

• Brand development

• Special events

• Graphic design

• Social media

• Website

• Sales support

• Email marketing

• Public relations

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THE IRON HORSE HOTEL

With a pro forma that called for almost 50% of revenue from F&B, The Iron Horse Hotel turned to our team to establish a separate but complimentary brand for Smyth. In a town that takes food and drink seriously, we used the concept of hand craftsmanship embodied by today’s chefs and yesterday’s blacksmiths to build an identity for this fine dining restaurant in a biker-friendly hotel.

• Concept Development

• Overall Branding

• Name & Logo Development

• Weekly e-Blasts & Signage

• Monthly e-Newsletters

• Special Events & Promotions

• Seasonal Menu Designs

• Website & Custom Graphics

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SMYTH RESTAURANT

An iconic place deserves amazing food.

SMYTH AT THE IRON HORSE HOTEL • 500 W. FLORIDA ST. • WWW.SMYTHMILWAUKEE.COM • 414.831.4615

1218- Milwaukee Magazine Ad FINAL.indd 1 3/20/14 9:34 AM

“This is food to enjoy again and again, and to see what the next season brings.”Carol DeptollaMilwaukee Journal Sentinel

500 W FLORIDA ST – MILWAUKEE • WWW.THEIRONHORSEHOTEL.COM • 414.374.4766

2014 Top 30 Restaurants

Take a turn-of-the-century printing factory and create a concept that can complete in Walker’s Point - dubbed Milwaukee’s “foodie neighborhood” by The New York Times. Instead of open yet another farm-to-table eatery, Company B created Black Sheep - an irreverent wine tap bar that celebrated the art of the hot dog. Through print-maker graphics that captured the era and heritage of the original building, Black Sheep’s brand is cheeky, bold and confident.

• Concept Development

• Overall Branding

• Name & Logo Development

• Email Marketing

• Environmental Design

• Special Events & Promotions

• Seasonal Menu Designs

• Website & Custom Graphics

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BLACK SHEEP

Every Tuesday night • Live music½ price wine bottles • Eye candy

216 South second Street • Milwaukee • blacksheepmke.com

Cozy cabins on a pristine lake in the Northwoods of Wisconsin. All owned by a bank and in need of a sale. So Company B set out to establish a brand from Black Bear Lodge that made it appealing to both potential guests and buyers.

By developing themes of camp and Boy Scout badges, and capturing the beauty of all four seasons, this new branding led to a vastly improved website, increased bookings and a sale of the property.

Refreshed branding and a new powerful website were credited for the quick sale of this property, bank-owned when our team stepped in.

• Brand development

• Website

• Social media

• Graphic design

• Email marketing

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BLACK BEAR LODGE

Biking & HIking

Boating

Golfing

Renowned hotelier Sean MacPherson’s portfolio of properties includes some of the hottest hotels in New York. But his baby may just be a boutique in Chelsea. The Jane is an intriguing, curious and unapologetic hotel, catering to the adventurous, quirky, disaffected traveler searching for something uncommon in a market oversaturated with trends.

To solidify its branding and design a new website, he turned to Company B. Between site visits to uncover the hidden stories of this iconic property and a photo shoot that placed a cast of common characters on property, we’ve worked to capture the spirit of this one-of-a-kind NYC hotel.

• Brand standards

• Photo shoot

• Website

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THE JANE HOTEL

The magic of Disneyland is just steps away from a castle-like property known to generations of families as Camelot Inn & Suites. The family-owned property takes as much pride in developing joy to its guests as fresh, comfortable rooms.

Despite exceptional ADR and occupancy, ownership recognized a new host of hotels entering the Anaheim market. Company B was asked to add a new spark to its branding for continued success. After site visits to assess the comp set and understand the story of the property, new brand standards were developed that captured the magic of this distinct property, without masquerading as Disney itself.

• Rebranding and complete Brand Standards

• In-room and business collateral

• Signage and environmental branding

• Sales materials

CAMELOT INN & SUITES

Begin your next adventure at the Camelot Inn & Suites,

perfectly located just steps away from Disneyland. Our

ideal location offers all the perks that are sure to make

your next trip or vacation perfect.

Relive the Fairy TaleJourney back and relive the magic. As a special treat, we welcome you to take 10% off your next stay.

Book your next stay by calling 800.828.4898 and mention promo code RETURN

As an iconic lodge in ski-only Alta, the Peruvian enjoyed a 70 percent repeat customer rate. But those customers were aging. So fresh new branding was needed to get younger skiers stoked about this one-of-a-kind lodge.

Through site visits, research and days of photography to capture a day in the life, we rebranded the Peruvian by keeping it real.

• Brand redevelopment

• Website

• Social media

• Graphic design

• Public relations

• Email marketing

• Sales support

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ALTA PERUVIAN LODGE

The Plaza Hotel on Milwaukee’s lower East side is one of the city’s best-kept secrets. Its famous Cafe and ivy-covered courtyard both attract local hipsters, spunky retirees and the downtown business set. But the cozy guest rooms, all with full kitchens and tiny Art Deco bathrooms, were largely overlooked by many travelers.

To tell the story of The Plaza, Company B rebranded the property to bring out is eclectic nature and European style. Between a multi-day photo shoot to capture its continental flair, to fresh new promotional materials and programming for the Cafe, we’ve started a buzz. Email marketing efforts and a stronger sales effort are all resulting in record restaurant revenues and online bookings for this urban neighborhood hotel.

• Rebranding

• Key messaging

• Website Development

• Graphic Design

• F&B Promotions

• Email marketing

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THE PLAZA HOTEL

in partnership with

88Ninelive music • local drinkcourtyard dining

Fridays & Saturdays6-9 PM

cafeattheplaza.com | 1007 N Cass St

LOCAL DRINKCOURTYARD DININGLIVE MUSIC FRIDAY & SATURDAY NIGHTS

THURSDAY - SATURDAY 5-9 PM

cafeattheplaza.com | 1007 N Cass St

in partnership with

88Ninelive music • local drinkcourtyard dining

Fridays & Saturdays6-9 PM

cafeattheplaza.com | 1007 N Cass St

IN PARTNERSHIP WITH

88NINELIVE MUSIC • LOCAL DRINKCOURTYARD DINING

FRIDAYS & SATURDAY 5-9 PM

cafeattheplaza.com | 1007 N Cass St

Shortly after Disneyland threw open their gates in Anaheim, California, the Badalian family opened the Tropicana Inn & Suites across the street. For more than 50 years, three generations of the family, along with a staff that counts their tenure in decades, has been bringing families to the steps of the magical kingdom. While the property enjoys an incredibly high occupancy, the family decided it was time to refresh its look.

Through a very hands-on discovery process with the family and staff, Company B developed a refreshed brand that captures the nostalgia and colorful nature of the property and its guest experience. New brand standards have translated into everything from new key cards, signage and retail items to interior colors that capture this warm, friendly and value-oriented property.

• Rebranding and complete Brand Standards

• In-room and business collateral

• Signage and environmental branding

• Sales materials

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TROPICANA INN & SUITES

Made in Milwaukee. That’s the mantra of New Land Enterprises - a developer and manager of mixed-use commercial and residential property. Company B has worked with New Land on branding for their company and several of its downtown properties.

For Dixon Development, Company B branded its National Avenue Lofts - a community of market rate and LIHTC apartments postponed to attract city dwellers.

From branding and design to PR and digital media, Company B helps developers find their voice in new markets.

RESIDENTIAL DEVELOPMENT

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RESIDENTIAL PROJECTS

unique, urban living in the heart of the 5th Ward the right place, right noW

affordable rent 1, 2 + 3-br apartments 3-br toWnhomes in-unit Washer + dryer

BRANDING BY DESIGN

© 2015 company b all rights reserved.brand marketing | graphic design | public relations218 south second street | milwaukee, wi | 53204 | 414.750.7298 | companybonline.com