An international entrepreneur team sought the brand strategy and design expertise of Squat New York to develop the positioning and look for a new brand in the hospitality category. The objective was to create a global membership platform of physical and digital spaces that connects a vibrant group of 55+ members.
The approach to this 55+ audience could have been a cliché. But not with us. We developed a strategic platform for members to connect, explore, and grow in their second half of life.
By working closely with the client through in-depth exploratory sessions, we dissected market research findings as well as the current market landscape to arrive at a destination of true understanding of the audience. Whether or not this segment of baby boomers was retired, they were all ready to take on part two of life with a vengeance.
An iterative brand development approach started with a robust strategy that would be the springboard for everything moving forward. Name development came to life, landing on the name Jorny – a name that personified the client’s objective to be a disruptor in the hospitality industry. Jorny would be a new kind of journey.
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The heart of our approach was led by two words: vibe and movement.
Movement, because it’s a fundamental part of life. Through movement, we’re constantly on a path for growth, going from point A to B. And vibe because Jorny would be a destination for a certain type of person seeking refirement—not retirement.
We defined the brand voice and visual identity including logo, color scheme, fonts, icons, and overall aesthetics to reflect the company’s personality and USP. All of these elements were brought to life in physical space schematics to serve as a guide for beauty and consistency across the growing locations throughout the world. These branding elements would guide future development of the core website, social media, and physical signage and hospitality amenities at Jorny global locations.
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Naming, Brand Strategy, Brand Identity, Copy, Web Design
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