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Hotel Security Group - Earning Trust. Taking The Stand.

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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.

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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.

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.

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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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