Black Collar Distillery

Brand direction, March 2020

open proposal

The Monument

Not your ordinary boutique hotel.

The Monument is a one of a kind boutique hotel located in the centre of The Hague, Netherlands. Offering private accommodation options with a twist.

Uplifting comfort and tailor made design in an inspiring setting with an independent approach to customer service. Going the extra mile to provide good/positive vibes.

The Monument, why, how & what

Why

The Monument believes that positive and reassured mindset is the best way to attain the purpose of your city visit.

Whether you're here for business, family or just plain city tripping, you'll get the most out of your stay when undistracted and uplifted.

How

Luxe made affordable. Clean comfort, customer care, all little details thought trough.

Inspire. Tailor made funky design in a monumental location.

Looking after you, but not in your face.

What

The Monument is devoted to lift your spirits and provide worry free accommodation.

Affordable private rooms, where luxury meets funky design, delivering positive vibe for the independent visitor.

Target audience

Open minded & Independent

Luxurious private rooms, without reception and funky design demand for open minded and independent visitors.

Upper middle class couples

Affordable, but not cheap. Middle and Upper middle class couples seeking a cultural getaway.

Brand attributes

Customers

How can we describe our customers?

Open minded

Independent

Couples

Feeling

What feeling do we trigger?

Looked after

Appreciated

Inspired

Culture

How would our community describe us?

Contemporary

Stylish

Extraordinary

Voice

How does our personality sound?

Spontaneous

Soft

Humorous

Differentiate

The Monument is the only boutique hotel that ... for ... ?

Oneliner to state The Monument's unique offering.

The Monument

Brand Direction - 2020

The Monument
Not your ordinary hotel
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