Brief: Wipe the slate clean and start again…The Craigie Hotel, and Edwardian House in need of a face lift and some real TLC. We were approached by the management team at The Craigie before the refurbishment process had even begun, this process was going to include everything from creating a brand to external signage and social media marketing. We were asked to work with the team to take it from a concept to reality…this was going to be a big undertaking.
Strategy: We wanted and needed an understanding of the area and the building so we got to work finding out about Penicuik and the surrounding areas, we worked out journey times between the hotel and all the main attractions and we created a list of local things to see and do. The history of the house itself was the most interesting, it turned out that a crazy professor had bred hybrid zebras in the house once upon a time. We were able to find old photos of the zebras at the Edwardian house and so the branding process begun. We went through numerous revisions of zebras incorporated into a regal yet contemporary logo and finally settled on this one…the branding brought the venue to life and we had a start point to work from.
Following on from that we created brand guidelines, we transferred the brand onto everything they did such as menus, business cards, letterheads, room keys, posters and we printed these for the different areas of the business. As the build process progressed, we were invited for a walk through to create a plan for wayfinding signage, door signage, external signage and main signs for the road. This was a tricky process and one that we had to get just right, we needed to draw up a map of the entire site to ensure placement of the signage was correct. The look and feel of all signage across the site had to be in keeping with the brand, the house and the surrounding areas. The build was nearing completion and we knew it was time to start building a fully comprehensive website with a booking platform for the business as well as set up social media platforms to start creating a buzz.
Result: The quality of print and signage supplied to The Craigie was awesome, the small details in every product have a subtle sense of class and quality. We organised for a photographer to take some stunning photographs internally and externally when the site was finished, these became the backdrop for the website and fed into the social media channels. The social media took off instantly, we managed to grow the following by thousands every month and the engagement was one of the fastest growing local profiles we have seen before. Finishing touches were required before opening such as printed images in frames, uniforms, lighting, menu boards and so on, these things tied the whole site together and give the venue a sense of identity. We also collaborated with brands such as Bombay Sapphire and Tanqueray Gin to deliver a Gin Pod in the front garden space at The Craigie.