Translating brand strategy into action
Background & brief
Making a brand fully operational
Located on the Left Bank, in the heart of Saint-Germain-des-Prés, Dame des Arts is a 4-star hotel with a singular identity, entirely conceived and designed by Raphaël Navot. The hotel already has a strong identity, with a mix of casual luxury, noble materials, delicate tones and a hushed atmosphere.
The challenge was not to create a brand image, but to structure it and make it fully activable. It’s about clarifying the brand platform, reinforcing the place of art in the on-property experience, and translating this vision into concrete tools capable of supporting teams on a daily basis.
The strategy was based on an in-depth analysis of the hotel and its surroundings. On-site immersion enabled us to grasp the atmosphere, uses and intentions of the site. Interviews with a large number of hotel staff provided food for thought, complemented by a competitive benchmark. This phase of listening and observation laid the foundations for a repositioning that is faithful to the DNA of Dame des Arts, anchored in reality and designed to be experienced.
At Dame des Arts, art is neither a décor nor a fixed concept. It’s a way of inhabiting the space, thinking about hospitality and creating links. The central idea was to make art a sensitive, living thread, present in the spaces, attentions, words and rhythms of everyday life. A vision where the experience is not staged, but felt. The Dame des Arts brand image thus becomes a sum of gestures, atmospheres and details, expressing a hospitality that is incarnate, free and profoundly Parisian.
A brand image that is now clear, coherent and fully activatable.
Dame des Arts now has a solid strategic framework, capable of bringing its identity to life on a daily basis, in words, gestures and experiences. A brand faithful to the grandeur of the place, designed to endure and express itself accurately at every point of contact.
The aim: to align speech, gestures, postures and visual expressions to ensure lasting consistency, serving both the customer experience and the identity of the location.
Solution
Creating a tangible message and activations
Pillar 1:
Brand platform
We delivered an in-depth brand platform, conceived as a clear, structuring strategic foundation. It defines the positioning, DNA, values and promise of Dame des Arts, with art at the heart of the experience. This platform serves as a common reference to guide the brand’s decisions, statements and activations over time.
Pillar 2:
Brand voice & storytelling matrix
The strategy continued with the definition of a precise, embodied brand voice. A voice capable of translating the sensibility of the place without ever falling into conceptual discourse. To make it fully operational, we developed a storytelling matrix, broken down by division. These matrices provide concrete guidelines on the tone, language and postures to adopt, so as to align each interaction with the hotel’s brand image.
Pillar 3 :
Graphic consultancy & brand book
Finally, we helped the hotel rationalize its existing graphic elements. Faced with a multiplicity of logos and signs, our consultancy work helped to order, prioritize and clarify usage. All strategic and operational thinking was formalized in a comprehensive brand book, bringing together vision, graphic principles and practical tools, designed as a lasting guide for teams.
Geberit
My Mount
