Project OKRs
Crystallise. Define parent Org's communication strategy, differentiate from Flagship brand stories and Org initiatives.
Talk Business alongside Ethos. Forming the story of a forward-thinking Org to sound clear about their vision, short-term and long-term goals. Craft collateral to pitch for business partnerships.
Refine and Shape Brand Assets and Services. Placing the value proposition and central themes with consistency across channels.
Activate Coherent Brand Language. Cross-functional systems across channels of sales, marketing, social presence, B2B expos, events and product-service experiences.
Align Resort, Sales and Marketing Ops. Reduce silos and sync for a work environment that understands each other's pipelines and build alongside.
Translating the Ethos of the Built-environment to the Brand Operations
The Org's flagship retreat, Woods at Sasan, is designed in-house by 1000 Island Atelier's team. Detailed with utmost attention towards sustainability, eco-conscious materials, highly optimised carbon footprint of construction — the brand brings a newfound approach to hospitality beyond the usual five-star resorts. All of such documented conversations of the core founding team was revisited to craft a coherent story for the brand that can scale across channels.
First test of the Umbrella Narrative: Skift Design Awards (NY)
With the lead designers of the resort, Maria and Saloni, we wrote the first coherent narrative of the:
- design process,
- design philosophy (biophilia and well-being),
- materials innovation,
- eco-conscious practices,
- mobilising local economy and people;
narrating the Org's value system, innovation-driven approach and execution capability. 1000 Island won an honorary mention under the category of best eco-friendly design at Skift New York — a leading global platform for travel news and innovation.
Business Pitch: 1000 Island as a Design-led Hospitality Brand
We wanted to open the parent Org for partnerships, invite investor interest and share the signature concepts under one umbrella. With the core team we made a business deck that explained more about the Org, its initiatives, intent and signature products.
Experience Strategy: Key Value Proposition and Placing Sasan on the Global Tourism Map
Sasan is an unheard travel destination. This means, a remote village close to Asia's only sanctuary of lions can be discovered by those who cherish wildlife and also by those who cherish nature. Designed with a biophilic approach, the flagship resort brings a lot more for guests beyond the Lions of Gujarat. The local culture, tribes, rare birds and the hospitality at the (mango) orchard of Woods at Sasan is a rarity. We captured this broader narrative across communication channels to bring out the emotional story of the brand.
Team Sync & Org Activation
With redefined brand assets, added service verticals across travel interests and a defined storytelling approach, we worked with the in-house teams to own these stories, play with them and build further — to get business, innovate more and make the culture collaborative. Visual thinking with the team formed a work habit over most meetings — to think and plan action points together.
Experience Strategy Impact: More Verticals, Revenue Pockets and Holistic Growth Direction
While working with a business strategy aiming to expand services with a clear brand positioning of well-being, all product and service stories fell into place around the central concepts. The investment in new services and experiences for the brand led to defining short-term and long-term goals, illustrating a few —
- Planning and hosting wellness retreats
- Designing extensive wellness journeys, from 11-15 days itinerary
- Bringing more D2C revenue, after the first marketing campaign gave 80x return on ad spends (in revenue)
- Hosting bespoke events that are eco-conscious, sustainable and set an example
- Iterating and crafting exclusive resort experiences for a varied palette — building on the custom framework designed for the brands
- Invite partnerships to build design-led hospitality experiences, and scale signature brands (wellness and culinary)
- Invite people to support and grow existing community oriented initiatives that empower locals of the destination
Key Entities Defined Afresh or Transformed
- Flagship Resort's Brand Positioning and Key Value Proposition
- Flagship Resort's Website and UX: Better Brand connect, Direct bookings and Service Stories
- Parent Brand's Business Pitch and Corporate Deck
- Som, Wellness Brand and Services
- Resort Experiences
- Resort Collateral: Menus, Key, Sales Communication, Email Communication
- Marketing Campaign Design: Direct-to-consumer Strategy
Process: Non-linear, Cross-functional and Iterative
- Visual thinking and strategy sessions with core leadership
- Team workshops for activation of the new narrative
- Marketing team activation for paid campaigns
- Sales team workshops for B2B communication
- Creative strategy for events: B2B, at the resort and marketing
Working with a beautiful hospitality brand has its perks. Here's a snapshot of the visit.
Connected case studies:
Resort Experience Strategy, Woods at Sasan.
Shaping the Wellness Service, Som.
