Maison Sorelle
An editorial expression of place, warmth and welcome. A digital introduction to a distinctive stay.
Brand Identity & Art Direction
Brand strategy & positioning
What the brand stands for, who it is for and how it speaks, agreed before anything is designed.
What it is
A clear position, in writing.
Strategy is the part of a brand nobody sees and everybody feels. It decides what the brand promises, who it speaks to and what it will never say. Without it, the identity becomes decoration and the website becomes a brochure.
We work from your business outwards: the place, the audience, the competition and the people who already choose you. The result is a short written strategy, covering positioning, messages and tone of voice, that the studio, your team and any future partner can work from.
What you can expect
Six things this includes.
- 01
Interviews, not workshops
Short conversations with you, your team and, where possible, your clients.
- 02
A look at the field
How competitors present themselves, and where there is room to stand apart.
- 03
One positioning line
A sentence that says what you are and for whom, tested against real decisions.
- 04
Messages by audience
What a guest, a buyer, a partner or the press needs to hear first.
- 05
A tone of voice
How the brand writes, with words to use and words to leave out.
- 06
Naming, when needed
Names for a new brand, property or collection, with a first check of domains and existing use.
Deliverables
- Discovery interviews
- Competitor review
- Positioning statement
- Messaging by audience
- Tone of voice guide
- Naming (when needed)
How it runs
Discover, define, create, evolve.
- 01
Discover
Interviews and a review of what already exists.
- 02
Define
Positioning and messages agreed in writing.
- 03
Create
Tone of voice and, when needed, names.
- 04
Evolve
The strategy briefs every piece of work that follows.
Related work
Studio concepts in this area.
Private Yacht Marine
A precise, understated presence for a world defined by experience, confidence and discretion.
Questions
Asked before we start.
Do we need a strategy if we only want a new logo?
A short one, yes. A logo without a clear position tends to be redrawn within a few years. The strategy can be a few pages, as long as it is agreed before design starts.
How long does it take?
It depends on the size of the business and how many people we speak to. The written scope gives you dates for each step before work begins.
Can you name a new hotel or residence?
Yes. Naming is part of this service. We present a short list with the reasoning behind each name and a first check of domains and existing use. Trademark clearance is then done by your lawyer.
Related services
Often planned together.
Tell us about the brand.
We reply within two working days with a short call proposal. After the call you receive a written scope and fee.
Discuss your project Or write to hello@asfari.studio