Latitude

 

Global design,
local living

Modern-day global citizens want living and working spaces that let them make themselves at home in any city in the world. As we collaborated with a development team to create the first-ever apartment hotel in Cape Town, we looked for ways to make space for self-expression and an autonomous lifestyle.

What we did
Brand strategy
Name generation
Brand identity
Website design
Website build
In-room elements
Communication materials

Inspired by our local canvas

Facilitating workshops with all stakeholders from investors to location managers, we developed a detailed brand strategy that unpacked guest needstates, unique property differentiators and provided scope for the brand to scale-up to a network of properties. The heart of the brand emerged as showcasing the experience of living like a local in the surrounding neighborhood.

Attitude first

The name and positioning inspired a powerful wordmark with an edgy crop and icon. Colour palettes are informed by the signature sights of the surrounds – Seapoint West oceanic blues, Seapoint East peachy sunsets, and Fresnaye ornate golds and greens. Asymmetry and unusual crops become part of the brand visual signature. Simple yet bold.

Live local

Pairing indigenous imagery and captivating local experiences to bring the destination to life. Based on insider insights into what makes each property special. Delivered in a dynamic tone that portrays the energy and buzz of the location.

Stay Latitude

An important underlying pillar of the brand is SEAMLESSNESS. This applies to digital and hi-tech solutions on site and informs our approach to web. The energy of the brand is captured in a website with seamless navigation and a rich dive into the kind of experience each property provides.

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