Contribution: Brand naming, Brand Positioning, Brand Strategy, Brand Concept, Brand Applications

The Lead. A new concept hotel targeting the savvy business traveller in Sierra Leone. Brandem was approached to tackle the full scope: naming, brand strategy, brand concept and a full roll out of brand applications. From the strategy, we were able to define and position the new brand as the business living space that delivers a gratifying and convenient hospitality experience tailored to the business traveler’s needs and demands with the vision of opening doors to business hospitality in select destinations by becoming the renown brand catering to today’s business traveler.

With not many choices for the business traveler in the local scene, The Lead has the opportunity to to own the essence of: Direct Convenient Business Culture by providing fresh, new experiences that appeal to today’s business traveller.

The name: The Lead was inspired from the idea of pursuing "a business lead" with the impact of leading this niche concept in the market. The identity takes a progressive and forward approach "leading" the audience up and above, a direct representation of the concept while the brand language and tone of voice play on business sayings and words.

Work done @ wearebrandem.com

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