Now, An Identity.
How do we position Parlur as being the quintessential downtown experience and destination that would attract such a wide breadth of clientele looking to host their next event?
We took into account the audience — social groups, event planners, brides/grooms, and corporate groups — and what we learned in discovery, and thought deeply about who Parlur is.
Is Parlur comfortable? Is Parlur authentic? Is Parlur sophisticated? Is Parlur influential?
The answer is yes. All of the above.
With those key adjectives in mind, we worked to craft a detailed messaging platform complete with a brand story, brand personality, tone & voice guidelines, and key differentiators — all of which aligned closely with our development of the visuals.