Based on the market research study and initial concept brief, a detailed concept direction will be created in this phase which will be the key driver for the technical design development as well as the over development of the guest experience and signature elements which will be developed in the upcoming phases.

​

Detailed Concept Direction 

• Conceptual enhancement from the approved concept brief

  • Brand identity

  • Core positioning statement

  • Defining the operational delivery model and guest experience​

  • Attributes of the concept which will drive

    • Design specific elements

    • Core brand communication

    • Product & experience recommendations

    • Signature product recommendations

​

Branding

• Facility naming in line with concept and brand image​

• Development of logo

• Brand direction linking to the brand identity, communication, and future marketing strategies