BRANDING / INTEGRATED MARKETING

Hospitality Industry Venue Marketing Strategy and Brand Launch

— Navarra Venues —

Brand development strategy for a newly acquired,
heritage event space, Lower Bar CBD

Situation:

Mind Methods were tasked with providing strategic marketing, creative and brand direction for the launch of Navarra Venues first offering in Sydney's CBD.

The space, an art deco heritage building from the 1920's was once a horse racing institution but since become an overlooked destination. Whilst most places harken to a golden age with hipster styling, the Lower Bar CBD has a rich story behind it. This was a key point of difference we wanted to highlight, capitalising on the space's heritage and natural charm.

An important focus of the campaign was retaining the sophistication and quality affiliated with the Navarra Venues brand while differentiating the Lower Bar from the other venues.

With an expanding array of venues to promote, highlighting the unique features of each space is essential. The central focus of the lower bar campaign was the task of capturing each of the unique selling points of the venue including the wide variety of events it is capable of hosting.

Strategy:

We fashioned two aesthetic directions for the rollout of the venue: the roaring 20's and 1960's New York. Using the Great Gatsby and Mad Men as touchstones respectively. Both have inspired many Wedding Pinterest boards but we felt they captured the wow factor and signature luxe of Navarra Venues.

Solution: 

We established moodboards and developed a style guide for social tiles, as well as offering stylistic direction for a photoshoot. We revamped the logo ensuring that it paired well with exisiting the Navarra Venues signage and sense of history.

Deliverables for the launch included:

New Logo:

Old Logo: