• • Build the timeline and project plan using the same verbiage for deliverables you used in the contract
• • Gather trip information: where, who, how long (based on contract)
• • Fill out travel request form
• • Book travel once approved by client and finance team
• • Have internal kick-off to set process expectations and initial knowledge share from brand team to creative
• • Create an immersion agenda based on internal meetings and conversations with the client. Include time for any relevant comp audits and sightseeing. Send the agenda to client once completed. 
• • Pack: Business cards, hospitality book, notebooks, camera, etc.

• Pull information on the area (why people stay/live there, thing to do, etc—assume your audience knows nothing about)
• Include pictures and details that paint a picture of the location 
• Gather list of properties we believe are in competition with our clients (review client recommendations and if there are none in the area, search similar Tribute properties elsewhere for reference)
• Choose the top four and research: positioning, highlights/features, #of rooms, amount of meeting space, pros and cons of the property
• Include any notes taken during the primary research conducted during the immersion

• Review immersion notes and search for interesting starters for a positioning 
• Synthesize into directions (may also be referred to as buckets or themes). Consider how its ownable and affects brand/interior design experiences
• Give each direction a “character” (aka personality) description. Since Tribute’s promise is “Stay with Character” this step immediately puts us in that mindset. 

• If this brand were a person, this is how you would describe them.
• This is usually accompanied by the a we/we are not set, but can be revised dependant on project and client needs.

• Meet to discuss market and competitive findings as well as positioning directions
  • Decide on 2-3 positioning directions (depending on scope). This may require additional rounds of concepting, reviewing, and researching beyond immersion notes. 
• Using the Discovery & Brand Positioning Template, layout the market survey, competitive analysis, any immersion takeaways, and positioning directions
• Have at least 2 people proof final deck
• Consider any “wow” opportunities to make a good first presentation impression
• If in person, create a physical takeaway that outlines the options for the client
• If in person, coordinate the room and snacks/beverages with the culture manager 3 business days before the presentation
• Make sure the room is blocked-off 30 minutes prior to actual start time to allow for set up

• Ensure all parties calling in remotely have a back up PDF copy to view
• After, send PDF and follow up email summarizing any feedback received on the call
• Save final file to the server and archive previous versions

• Edit deck/positioning based on client feedback
• Based on changes, determine if a second presentation is needed or if the deck can be sent back over via email
• Save final presentation to the server and archive previous versions to prevent confusion when referencing back to it

• It typically describes what we hope to be, the feelings we want to evoke, and should have a sense of purpose. It doesn’t, and shouldn’t have to say everything. 
• Write through it a few ways, share with the team, and edit accordingly.

• Pillars are summaries of what our brand believes and uses to make decisions. They take abstract emotions and turn them into actionable guidelines. Ex: We believe in being fashionable, so our value could be “Work with Style” or “Never Forget the Flair” depending on the story and personality 
• Each pillar is then made even more tangible by pulling it through employee activations, a guest experience, and interior design. Tribute calls this Sincere Service, Spaces with Spark, and Design that Captivates. (review the template for context) 
• Share with the team and edit accordingly.

• Now that the brand is in place, we explore how it may impact identity design, interior design, and additional experiences, each getting its own moodboard. 
• Double check that all scrap feels of the location and that it’s made clear that this is inspiration, not dictation 
• Since Tribute places a heavy emphasis on social environment, check with the social team to see how we can include “instagrammable moments”

• Build presentation based on template 
• Have at least 2 people proof final deck
• If in person, coordinate the room and snacks/beverages with the culture manager 3 business days before the presentation
• Make sure the room is blocked-off 30 minutes prior to actual start time to allow for set up

• Ensure all parties calling in remotely have a back up PDF copy to view
• After, send PDF and follow up email summarizing any feedback received on the call
  • Note: Take care to get feedback on the experience and experience and design implications to help refine a desired look and feel as we go so designers are more prepared in the future. 
• Save final file to the server and archive previous versions

• Edit deck/brand foundation/mood boards based on client feedback
• Based on changes, determine if a second presentation is needed or if the deck and be sent back over via email
• Save final presentation to the server and archive previous versions to prevent confusion when referencing back to it
• In preparation for future meetings with Marriott, create a combined Discovery, Positioning, and Brand Foundation deck. NOTE: At this stage, check with client to ensure all client partners (interior designers and architects) are in-the-know. Ask client to schedule meetings if possible to talk teams through work done to date.

• Ask the client to share any initial thoughts they may have on naming. This can be a call or email depending on availability and client workflow. 
• Discuss expectations for process, number of names, etc.

• Begin by reviewing any initial directions provided by the client or the team
• Create list with as many names as possible exploring different options
• Review the “brain dump” and choose favorites from the list

• As a whole team, discuss favorites and alternate directions to explore
• After meeting, each team member “stars” favorites to narrow down the list
• While BC performs a name audit on front runners, CW repeats brainstorming and review process as needed

• Alter set up (naming principles) slides as needed
• Tee up buckets or individual names depending on style
• Give each name a description that defines what it means and how it ties back to the hotel. Provide visual reference and scrap when applicable. 
• Make sure the room is blocked-off 30 minutes prior to actual start time to allow for set up

• Ensure all parties calling in remotely have a back up PDF copy to view
• After, send PDF and follow up email summarizing any feedback received on the call. Emphasize it’s JUST as important to hear why they don’t like certain names and that they are ultimately responsible for getting the name trademarked. 
• Save final file to the server and archive previous versions

• There is almost always a round 2 for names. Totally normal. Take the feedback and repeat the name ideation process.
• In preparation for future meetings with Marriott, update the Marriott presentation with the final name NOTE: At this stage, check with client to ensure all client partners (interior designers and architects) are in-the-know. 
• Once a name is selected, add all R1 and R2 name options to the SPARK Naming Database.

• In theory, this is something you’ve been building along the way
• It should be a combination of presentations with the following included:
  • Market Survey
  • Competitive Analysis
  • Final Positioning
  • Final Brand Foundations: Brand Story, Name and name origin (what it means), Character, Pillars, and experience, ID, and brand design mood boards (note: these should co-mingle with ID’s presentation, including some of their scrap)
    • Ensure that the brand pillars are clearly pulled through how we explain the experiences
• Update deck branding based on current client likes (colors based on the ID and brand scrap)

• Determine who is traveling for the presentation based on how many from the SPARK team can go. If there is a dial in number, the rest of the team that stays back should plan to listen remotely. 
• Check in with the client. Are they ready? Do they know what to expect? Find out how we can help them prep. 
• Review all presentations with other project teams before the meeting (architects and interior designers)
• Send the approved deck to the client so they can share with Marriott prior to the meeting

• Pull scrap individually (should include previously approved scrap) 
• Come to the meeting with ideas and spend an hour or two talking and sketching ideas
• Determine next steps and role expectations and refine directions
• Come back together to review progress and discuss which 2 directions to design out

• Discuss directions and designs done to-date with entire team
• Gather feedback and discuss relevant mockups that will help sell the brand

• Continue refining designs
• Mock up your proof of concepts (key cards, collateral spread, uniforms, website home page, and one unique to the brand story)
• Some of these should include copy to convey brand personality and story
• NOTE: x2 the main marks works on a light and dark background

• Discuss refined directions entire team
• Gather feedback 
• NOTE: this is not a time to discuss completely new directions, but may include new mockups or additional changes

• Alter set up (design principles) slides as needed
• Tee-up designs in the spark formula
• Make sure the room is blocked-off 30 minutes prior to actual start time to allow for set up

• Ensure all parties calling in remotely have a back up PDF copy to view
• After, send PDF and follow up email summarizing any feedback received on the call. Emphasize it’s JUST as important to hear why they don’t like certain designs and that they are ultimately responsible for getting the name trademarked. 
• Save final file to the server and archive previous versions

• There is almost always a round 2 for design. Totally normal. Take the feedback and update the chosen identity as needed.
• In additional to previous mockups, include an example home page and social grid
• Based on changes, determine if a second presentation is needed or if the deck and be sent back over via email
• In preparation for future meetings with Marriott, update the Marriott presentation with the final design. This should also include redesigning the actual presentation in approved colors NOTE: At this stage, check with client to ensure all client partners (interior designers and architects) are in-the-know.

• Once the design is approved, it’s time to package up the assets for the client. 
• Do a color/paper check to ensure all color codes are correct (double check they are ADA compliant)
• Create the Identity Usage Guidelines based on template

• Package up the logo/icon/pattern files for print (jps and tiffs) and digital (eps, pngs, and jpgs)
  • Include a link on where to purchase the fonts

• Add sections that introduce and describe the identity including proof of concepts
• Update deck branding based on approved branding

• This is usually a digital meeting, so ensure we are prepared with a dial in. 
• Check in with the client. Are they ready? Do they know what to expect? Find out how we can help them prep. 
• Review all presentations with other project teams before the meeting (architects and interior designers)
• Send the approved deck to the client so they can share with Marriott prior to the meeting

This step follows the same format as Step 5, hotel naming. However, the boxes around this are often far more set. Ex: The owner’s mother, a part of the story we liked but hadn’t used yet, something based off of the main name, etc. 

This step follows the same format as Step 6, hotel identity development. However, the boxes around this are often far more set. While there is still creative freedom, Tribute Outlet identities are in some way shape or form connected to the main identity.