Hotel Security Group - Earning Trust. Taking The Stand.
A SPOTLIGHT ON Hotel Security Group’S BRAND STRATEGY + VOICE
Brand Identity | Logo Design | Website Design | Print Collateral Strategy
Meet Hotel Security Group.
In a world of gut-reactions, our client needed a brand that could stand up to a judge in a courtroom and immediately evoke a sense of professionalism. Hotel Security Group was a brand with tough skin who meant all business when they clocked in and needed a brand, website, and collateral to match and support that sentiment.
WHY WE WERE HIRED:
Brad Bonnell had named his business, but needed a trustworthy “look.” He wanted an identity and website that proved competence and excellence in an instant to win a judge and jury’s trust.
WHAT WE FOCUSED ON:
Unshakeable, Simple, Recognizable Design
WHAT WE LOVED ABOUT THIS PROJECT:
Discovering the flow of an industry, and creating a brand that works in every circumstance from photocopied documents to legal presentations.
THE WHY BEHIND THE DESIGN:
We drew inspiration from tuxedos, hotels, and military marks to make an impression on par with the brand’s elite, professional abilities.
THE WHY BEHIND THE LANGUAGE:
In winning gut reactions, we cut all language down to what is essential and moves someone forward in confidence.
90% of the information that our brain recieves is visual, and it processes that information 60,000 times faster than text.
“Orange Identity delivered. The website is better than I imagined and it works in driving my business forward and putting me ahead of my competitors.”
A winning strategy:
If you have a personal plane, you have to use it in a photoshoot.
Every picture from the branded shoot presents Brad as a larger-than-life badass who is ALWAYS the expert in the room.
WHEN WE KNeW IT WORKED:
10.1% of all web traffic completed our primary call-to-action in the first year.
In leveraging bold, simple language, bucketed services, and major call-to-actions, the site is not only winning impressions, it’s making money.
“I had a vision and Orange Identity listened, understood our goals, implemented feedback, and ‘partnered’ with us to create something amazing.”
A favorite detail:
Courtroom dispositions require an updated CV document that features work experience and accomplishments.
Our meetings became long stories after we inquired about bullet points such as:
Developed Kidnap & Ransom Response Strategy
Oversight over the 1996 Summer Olympic Security Plan
Development of the first Georgia State Patrol Criminal Intelligence Unit
GBI Special Agent
WHAT WE LOVED ABOUT THIS PROJECT:
Seeing how a business’s brand so often mirrors the personality of its leader: Hotel Security Group and Brad are both clear, simple, and direct.
Hotel Security Group's
Brand Is Different.
Brand Is Different.
The Hotel Security Group brand is buttoned up, should intimidate the other side of the bench, and give every jury member a strike of confidence. This brand identity, in every form of existence, is designed with no bells and whistles - all business.
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