The boutique luxury hotel collective partnered with The Charles and Jane Content Studio to unify their visual brand narrative and messaging through content and strategy.
- Content Creation
- Content Strategy
A Multi-faceted Content Strategy
With properties in New York, Beverly Hills and Miami, it was important for the SIXTY brand to be highlighted, in addition to showcasing the culture and personality behind each locale. For example, SIXTY Columbus, SIXTY LES and SIXTY SoHo are all in New York but have personalities and audiences unique to their neighborhoods.
"I think one challenge that hospitality brands are facing is standing out in a sea of homogenized content, ” said Chief Creative Officer, Samantha Edwards. “Just searching the hashtag #hotellife brings up 600k+ shots of ‘hotel life,’ so we knew it was imperative from the outset that the strategy should be focused on bringing the cultural authenticity and personality of each property to the forefront while maintaining the SIXTY brand DNA."
Using this as the foundation for the brand narrative, The Charles devised an overarching content strategy that championed the SIXTY brand voice and communicated each property persona.
“It was imperative that the strategy focused on bringing the cultural authenticity and the personality of each property to the forefront while maintaining the SIXTY brand DNA.”
The Visual Brand Narrative
The SIXTY brand is known for its striking imagery and arresting video content. Utilizing existing assets and new content, The Charles created a visual narrative that integrated with the content strategy.
“We felt the visual brand narrative was just as important as the content strategy," said Dean Quigley, Content Director, "which led us to create a series of mood boards to highlight the accompanying design language.”
A Campaign For Culture
The SIXTY audience is largely centered around digitally-savvy, trend-setting travelers who expect quality content in addition to authentic cultural experiences. Targeting this audience online is a challenge, furthering the notion that the visual brand message had to be just as elevated.