Návrh vizuální identity pro apartmány v Jizerských horách s využitím storytellingu

The work deals with designing a visual identity and its enrichment with storytelling for the Bramborka Apartments with the creation of practical outputs based on the set visual style. The theoretical part of the thesis examines the principles in the creation of the brand and its position in the market. It also discusses the function and composition of the visual identity, which is then put into the context of the hotel industry. The thesis examines the effectiveness of hotel identities and describes them with examples. It also explores the importance of storytelling and its role in relation to branding, which is described using specific examples from the accommodation industry. The practical part includes an introduction to the Bramborka Apartments and an analysis of the current situation. The process of creating the brief based on the client's research and requirements is then described. Before the execution of the visual identity, the target groups of the accommodation are identified, and a survey of the competitive environment is conducted. a brand archetype is then selected and described, and an appropriate tone of voice is recommended for communicating with the public and guests. The next part of the work is the construction of the storytelling of the apartments and its application. Based on all the previous findings, the visual identity of the apartments is finally designed in the form of a logo, color palette, texture, and typography, which is then used to design practical outputs in the form of promotional materials, social media templates, indoor and outdoor wayfinding systems, printed materials and other brochures. The final output is also the creation of a plush mascot.