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BRANDING DESIGN

Molding Expectations

JSM’s branding design service for the hospitality industry encompass’ the strategic creation of your property's visual identity—encompassing logos, color schemes, typography, signage, and other design elements that shape the guest experience through storytelling. This department is led by Jillian Netherland, who holds a Master of Science in Communications and Media Technologies.
 

For developers of full-service hotels and restaurants, it’s about more than just aesthetics; it’s about visually expressing the brand’s story, values, and service philosophy. A cohesive and intentional branding design establishes value recognition, evokes an emotional connection, and builds trust—ultimately reinforcing the property's unique positioning and enhancing guest loyalty for the most discerning experience-driven travelers before they ever step foot on the grounds.

What is included in a typical branding package?

Core Visual Identity

  • Logo design (primary, secondary, and icon versions)

  • Color palette (primary, secondary, accent tones)

  • Typography (headlines, body text, signage fonts)

  • Brand patterns & textures

  • Photography & image style (mood, composition, filters)

  • Iconography & illustration style

Application Assets

Digital Presence

  • Signage & wayfinding (interior, exterior, ADA-compliant)

  • Menus (print and digital)

  • Room key cards & envelopes

  • Stationery (letterhead, business cards, envelopes)

  • Uniform design guidance

  • In-room collateral (notepads, Do Not Disturb signs, welcome cards)

  • Branded amenities packaging (soap, toiletries, coffee service)

  • Restaurant branding elements (tabletop items, coasters, napkins)

Brand Guidelines Document

  • Website design guidelines

  • Email templates

  • Social media branding (profile icons, post templates, story highlights)

  • Digital signage templates

  • Mobile app UI guidelines (if applicable)

  • Usage rules for logo and brand assets

  • Spacing, sizing, and color rules

  • Voice & tone recommendations

  • Examples of brand misuse to avoid

Effective branding design isn’t just visual—it’s about deeply resonating with the right people. In hospitality, that means designing for how your guests live, travel, relax, and spend. The goal is to create a visual and emotional connection that reflects not just what you offer, but why it matters to them.

By aligning design with demographic insights and lifestyle preferences, a brand:

  • Builds trust and emotional appeal

  • Enhances guest loyalty and satisfaction

  • Commands premium perception when aligned with aspirational lifestyles

  • Creates a memorable experience that feels personally curated

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