Case Study: MSG Hospitality Group
1. Brand Overview:
MSG Hospitality Group operates in the hospitality sector, starting in Southern California with plans for national expansion. They focus on assisting small to medium startup businesses within this industry.
2. Project Objective:
The goal was to create a new logo, color scheme, and typography. The challenge was to design an impactful logo with a modern Asian and urban aesthetic, referencing vertical signage from Eastern cultures, while ensuring it was approachable and readable in Western contexts.
3. Target Audience:
Small to medium-sized startup businesses in hospitality, specifically targeting business owners and entrepreneurs.
4. Existing Brand Identity:
There were no pre-existing brand elements; this was an entirely new brand.
5. Design Innovations:
The design incorporated a blend of cultures using the Japanese industrial typeface BD Nippori paired with a Mandarin character "门" (men), symbolizing "door" to signify welcoming. The aim was to seamlessly merge cultural aesthetics.
6. Design Application:
The brand identity was applied to both physical touchpoints like door signage and collateral, and digital platforms including social media and websites. Three distinct logo variations were created for versatility.
7. Rollout Strategy:
The new brand identity was introduced to clients through targeted marketing efforts.
8. Results:
While specific metrics aren't available yet, the brand has grown from a single person's idea to a network of dozens including business professionals, entrepreneurs, CEOs, sous chefs, financial analysts, and designers.
9. Feedback:
The feedback received was overwhelmingly positive.
10. Lessons Learned:
A key takeaway is the importance of ensuring the designer fully understands the brand concept from the client's perspective to effectively convey the intended message.
Conclusion:
MSG Hospitality Group successfully launched its brand with a culturally rich and accessible design, fostering growth and positive reception within its target market through effective marketing strategies. Future endeavors should continue to emphasize clear communication of brand concepts in the design process.
