Sustaining business operations in Sierra Leone is a serious challenge, and customers are aware. For that, brands are more cautious about claiming luxury in this area compared to other markets.
They require a well-planned strategy that can go against all odds, and so was our mission at the branding stage of The Lead, a luxurious apartment hotel aimed at business travelers in the city.
To set a benchmark, we ran a thorough analysis of competitor hotels locally, regionally and internationally. Based on our findings and ongoing discussions with the visionaries behind The Lead, we then matured a solid brand proposition that reflected a direct, convenient business culture to communicate luxury.
Our resulting strategy made it intuitive to name the hotel “The Lead” in reference to the hotel’s premium standing in the sector. Aimed at business travelers, the name additionally offered the guests an attitude of leadership and business excellence they can proudly claim.
The Lead expressed a minimalistic look that matched its standards of professionalism and modernity. It fit perfectly with the brand’s mindset which is business-oriented, uncomplicated and problem-solving. As for the tone of voice, we kept it honest and confident but added a twist of dynamism.
After the successful business launch, we continue to act as brand guardians, developing our communications offline and across digital platforms.
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