A Shore Thing: Wagstaff Creative Services Elevates the Branding of Shore Hotel
When Wagstaff Worldwide began working with the newly constructed Shore Hotel in Santa Monica in early 2011, the eco-conscious property was completing construction and looking for creative ways to begin establishing its brand image as a leader in sustainability within the hospitality industry. In tandem with a PR campaign tailored to highlight the boutique hotel’s extensive commitment to the environment, Wagstaff’s Creative Services team conceptualized a design that would showcase the contemporary flair of Shore Hotel while also emphasizing its green approach. Among the projects the Wagstaff Creative Services team executed for Shore Hotel was an electronic guest directory, which eliminated the need for paper directories in-room and showcased the hotel’s cutting-edge approach to greening the guest experience. The Creative Services team also created sales and marketing materials and a branded stationery package for the LEED-registered hotel, drawing inspiration from the vibrant colors used throughout the property, evoking contemporary California design and the property’s proximity to the beach. In addition, all paper used for printed materials was recycled, FSC-certified stock and pieces were marked “Printed Responsibly” to reinforce the eco-conscious message. By working with the public relations and creative services teams at Wagstaff, Shore Hotel was able to communicate its message in multiple formats, establish its brand identity in a distinctive way, and has seen high demand for rooms since its opening in October 2011.