The Benson's New Brand // news & experiments
October 4, 2011
September full-page Alaska Airlines Magazine ad for the Benson Hotel, Portland OR.
As part of the re-branding and re-positioning of all Coast Hotels (U.S. properties), The Benson Hotel in Portland OR, was the first property to feature their new creative in this September’s Alaska Airline Magazine. DBD Seattle is working with 12 of the Coast properties (Washington, Oregon, California and Hawaii) to craft…
Q&A with Daymon
Q: What is Brand Design?
A: My practice has evolved into a field I call Brand Design: developing a client's core brand assets (values, personality, behavior, voice, look & feel, etc.) and then activating these into design solutions that create deeper brand equity & market value.
The Practice of Design
Brand Acceleration
Creative problem solving for our clients can be broken down in three stages. First we develop a strategy based on internal and external business factors that provides a map for the next stage, creating a unique creative communication vision which can then be leveraged into a set of brand design materials.
