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BRAND GUIDELINES
BRANDGUIDELINES
BRANDGUIDELINES
TABLE OF CONTENTS
brand guidelines
Overview
Brand visiOn
Brand PrOmise
Brand POsitiOning
dna / PersOnality
Brand valUes
OPerating PhilOsOPhy
OUr gUest
OUr CUltUre
hOtel gUest tOUChPOints
resident tOUChPOints
design PrinCiPles
You know that thing you never knew you always wanted?It’s finally here.
We’re that new friend who just gets you. We know what’s missing in your life. We know
what you’re bored with. We can intuit what you need and when you’ll need it. You’ll feel
like we read your mind.
The collection of Hyde Hotels, Resorts, Residences, Lounges and Beach Clubs is redefining
what it means to live, play and travel for design, tech and culture pioneers. Our guests
are comfortable travelers who seek meaningful new experiences without breaking the
bank. With an irreverent, bold and straightforward attitude, Hyde offers a genuine and
immersive guest experience without all the unnecessary fuss and stress. The minute you
arrive, we make you feel like a local, with access to sbe’s collection of properties, the places
to see and be seen are always available to you.
At Hyde, we want you to be yourself. We want to make you feel something, to be immersed
in the sounds, the views, the laughter, the tastes, and the people that surround you and to
forget about the stress of home or work, at least for a little while.
To achieve this, every Hyde property is built upon a common foundation of core values and
DNA. Elements of local art, attitudes, climate and culture infuse each property creating the
distinctly unique and singular experience that defines Hyde—becoming the customer’s new
standard for travel and leisure and enticing them to experience each and every property.
OVERVIEWhy
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VISIONVISION
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The new standard for lifestyle. As unique and memorable as you are.
Anything but common, our properties will inspire you.
Hyde Resorts, Hotels & Residences give life to original
spaces that you never imagined you could stay, play or
dine in. Striking the perfect balance between powerful
innovation and functional timelessness.
You might find yourself wishing you could live here.
In fact, you can.
BRANDVISION
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BRANDPROMISE
It’s all about you.
We are the canvas on which you can
create your own experiences: memories
that are distinctly your own in a place
that’s unmistakably you.
WEPROMISE.
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EVERYTHING YOU NEED.NOTHING
YOU DON’T.
Hyde Resorts, Hotels & Residences delivers an inspired guest experiences without all the fuss.
We offer a showcase of the latest innovations for travel and living for
guests and locals alike. Our customers learn to live better through
amenities and experiences that make their days more enriched, efficient
and fulfilled. We provide the backdrop and inspiration for you to explore.
BRANDPOSITIONING
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FASHION +SOCIAL+MUSIC+
ART
Depth of Character.
Every property within the Hyde collection shares the same DNA, an innate
personality that uniquely expresses itself in every locale to create a series of utterly
distinct places all built upon a common core. We have a soul and a conscience, and
you’ll see it pervades everything we do.
At the heart of our personality is confidence and originality with an edge, the need
to always be connected to the rest of the world and laughter, lots of laughter. We’re
the “It Girl” who never goes out of style. The one that sets the trends and people
naturally gravitate towards. Adventurous, bold and independent, she is always
unflinchingly herself, but not afraid of reinvention.
Fashion, music, art and media feed our flames of curiosity. We live it and breathe it,
with the most interesting culture of the day incorporated everywhere. You’ll want
to download our playlists, you’ll find yourself googling the artists in our lobby (or
maybe running into them at the bar). A quick scan of our restaurant and you’ll
get the flavor of local fashion, not to mention the cuisine. And all those cultural
benchmarks inspire the graphics, patterns, colors and moods of our spaces.
Connection fuels the constant evolution of Hyde Hotels. Whether it is providing
seasonal food offerings, knowing all the must-see events and places in town,
integrating the latest technology innovations or offering interiors fully engaged
with the latest in fashion and design, Hyde Hotels will always deliver a guest
experience ahead of the curve.
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DNA/PERSONALITY
I AMCONFIDENTIDENT.T.ORIGINALGINAL.SL.SOCIAL.CIAL.EDGY.PLAYFUL.IAMCONFIDENTIDENT.T.ORIGINALGINAL.SL.SOCIAL.CIAL.EDGY.PLAYFUL.
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straightfOrward
Everything you need.
Nothing you don’t. By
removing the unnecessary
things that don’t elevate
our customer’s stay we
can provide high quality
experiences at an enticing
price point.
aPPrOaChaBle
Yes our guests may be
sophisticated and in-the-
know, but we don’t need
pretentious service or
stuffy spaces to prove it.
Our employees are friendly
and interact in a way that’s
genuine, non-intrusive and
playful. Our interiors mirror
that same philosophy.
aUthentiC
We belong in our
neighborhood, and you will
too. Local people and values put
their stamp on every property.
Think work by local artists in
the lobby, adaptive re-use of
a beloved building, seasonal
menus with locally grown
foods, or an online concierge
clued into the best local bands,
galleries and clubs.
insPired
We are on the continuous
search for catalysts of new
ideas and will never stop
innovating. We’ll do whatever
it takes to provide the service
our customers truly want
in an environment that they
never imagined possible.
At our core we value being:
BRANDVALUES
atyPiCal
Guests, residents and locals
alike are awakened by the
creative and surprising
spaces.
high-energy
The energy of our public
spaces does most of the
talking for us. We create
the mood and provide the
service, you and your friends
bring it to life.
design-COnsCiOUs
Design and architecture is
thoughtful yet surprising,
functional yet breathtaking,
and specific to every locale.
teCh-savvy
Technology is uniquely,
appropriately and seamlessly
integrated throughout the
public areas, rooms and
residences
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Our Operating PhilosophyWe get it. You’re busy. You probably just got off a long flight. Pleasantries are fine,
but sometimes you’d rather skip them and get straight to your room. We’ll give you
all the tools you need to get there with no extra hoops to jump through. Use our app,
The Code, to help book your stay, find out what’s going on in your destination city
or check in from the cab on your way from the airport, you’ll wonder why everybody
doesn’t do it this way.
Of course if you need a live person we’re there for you. But we promise we won’t
overdo it. And when you do interact with us face to face it will be relaxed and
genuine, no stuffiness here.
We think spaces can be stylish and straightforward at the same time. We’re not
trying to intimidate you or make you question if you belong—trust us, you do.
Anything you need is easy to find, from the bar to the gym to the elevator to your
room. No secrets.
And when you get to your room you’ll be at home right away. The quality is top-
notch, especially the stuff you really care about. Bed linens, the shower, the desk, the
lighting. In-room technology is fast, and it doesn’t require a manual to figure out.
Your experience will be memorable, better than you could have imagined, and just
what you needed. Get comfortable and settle in. We’ve got you covered.
COMPETITIVESET
THE STANDARD HOTELS
A place where you can
“break rules” and live an
“exhibitionist lifestyle”
without sacrificing quality
and service.
ACE HOTELS
“We are not here to reinvent
the hotel, but to readdress
its conventions to keep them
fresh, energized, human.”
COMMUNE HOTELS & RESORTS
“We create the kind of
distinct experiences that can
transform your day, your trip,
or even your life.”
ALOFT
“For the traveler open to possibilities, Aloft Hotels is a modern, fresh, and fun
destination.”
KIMPTON HOTELS
“Kimpton puts the fun back in travel by seeing to it that you’re inspired by our playful touches and feel cared for in
every sense of the word.”
THE JAMES HOTELS
“Artistically Inspired.
Environmentally Thoughtful.
Community Focused.”
W HOTELS
“Retreat to surprising, sensory
environments where amplified
entertainment, vibrant lounges,
modern guestrooms and
innovative cocktails and cuisine
create more than just a hotel
experience, but a luxury lifestyle
destination.”
VICEROY HOTELS & RESORTS
“In skyscraping cities and
pacesetting playgrounds,
Viceroy Hotels and Resorts
embody the essence of style
and service.”
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Our CultureThe people you’ll meet here – including other guests, our
employees, residents, people here just to hang out – are
cut from a different cloth. Innovators, early adopters,
pioneers. Thinkers who don’t take themselves too seriously.
Trendsetters, not fashion victims. People who get things
done, but know how to have fun doing it. It’s who you are
and who you want to be around.
The tone is set by our crack team of staff as well as the voice
of our website, social media presence, app, and signage.
Our credo is to be serious and professional and genuine
and lighthearted all at once. We’ll figure out what you need
without being nosy, and you’ll realize right away that you’re
in good hands. We’ll be real with you, and hopefully make
you laugh along the way.
Our GuestWhether for work or pleasure (and often they are the same),
travel always excites me. I like to immerse myself in the
local culture and connect with the people and places that
give my destination character. I want to get a taste for how
the community lives in every city I visit, and I want great
stories and photos to share online and when I get home.
I’m independent and don’t like a lot of unnecessary fuss,
protocols or paperwork. I don’t need to check my bag. I
don’t need a bellman to carry it to my room. I use my phone,
tablet or laptop for pretty much everything I ever do.
I know what I like and I’m not afraid to show it, wear it, say
it, or share it. It isn’t always about luxury – in fact I can be
put off when things are too opulent. I want to be surrounded
by people that like similar things and inspire me.
I appreciate new ideas, expressions, and concepts. I’m
passionate and in-the-know, and my interests extend
beyond fashion and trends. I’m always looking for the next
new thing.
DemographicsAge: 25-49 with core age: 30-44
HHI $75K+
Professionals, early-adopters, creatives, hipsters
Urban/metro dwellers
Mix of local, national and international travelers
Mix of leisure and business travelers
Experienced 4 & 5-star hotel and dining guests
Lifestyle experience seeker
PsychographicsThought Leaders & Creative Types. Inspired by
innovation in products and experiences.
Sophisticated eye for design. Recognize what’s
authentic. Ahead of the curve on trends.
Expresses personal style as an extension of their
personality and their desired public personae.
Social, full of personality, young-at-heart. Like to have fun.
Curious beings. Strong appetite for new social and
cultural experiences. Desire to see and do what locals do.
Craves authentic experiences and interactions.
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TARGETCONSUMER
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HOTEL GUEST TOUCH-POINTS
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where shOUld i stay?
Whether you hear about us from your
friends Instagram pics, word of mouth
or through one of our partnerships with
one of your favorite brands, the moment
you check out Hyde online, our graphic,
eye-catching, informative and highly
social website will let you know this is
your place. Little bonuses like a blog
give commentary about what’s going on
locally.
what shOUld i dO? where shOUld i eat? where shOUld we gO?
sbe’s proprietary app, The Code,
provides a virtual concierge to direct
you to everything that’s going on
and facilitates making reservations,
buying tickets, connecting you to the
sbe collection and everything else you
might need for your trip to be one to
remember. Once you’ve checked in,
The Code allows you to message our
concierge directly, as well as access
the local Hyde blog posts and social
interactions that will make you want to
experience everything your destination
city has to offer.
hOw dO i find yOU? what dO i need tO KnOw when i get there?
We anticipate your arrival with a welcome
message containing everything you need:
links to maps, car services, local weather,
key local news and events, etc sent to you
via The Code.
i JUst need a Key…
Form the moment you walk in the door,
you’ll know what we’re made of and
HOTEL GUESTTOUCHPOINTS
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what’s in store. Fun, fashionable, but
all on your own terms. With self-service
remote check in via The Code you can
skip the formalities and get straight to
your room. If you need help, we’re right
there to walk you through and get you
everything you need. Since connectivity
issues can really put a damper on a good
time or a productive day, reliable high-
speed wireless is available throughout
the property, free, of course.
where dO i gO nOw? i JUst want tO relaX fOr a minUte.
No nonsense space planning makes
finding your way around a breeze. The
experience of getting there gives you
more of a sense of our ethos. Corridors
and elevators are far from boring.
Great art, design, lighting and features
communicate a sense of place – both
Hyde’s and that of our city.
ahh, finally my rOOm!
We know what you really want to
do when you arrive. You want to get
straight to your room and settle in.
Rooms have simple, intuitive layouts
with exactly what you need plus a few
indulgences like phenomenal linens and
a soothing shower. In room collateral is
useful and fun to read with a tongue-in-
cheek attitude.
Services are non-traditional too, like
a mini-bar featuring the snacks and
goodies you actually want without
the typical stuffy or overpriced items.
Likewise room service is designed to get
you what you want and when you want
it, no hassles.
let’s graB a drinK, meet OUr friends and see what this PlaCe has tO Offer
Essential to every Hyde property is a
buzzworthy restaurant and lounge ideal
for casual meet ups and quick bites.
Fully programmed public spaces assure
that everywhere you go is full of life
and energy. Because Hyde is a leading
nightlife purveyor in every city we’re
in, you can be assured that many of the
hottest venues in town will be at your
fingertips, and as a guest or resident
you’re guaranteed access.
i need tO wOrKOUt after all that fOOd.
A fitness center with all the basics, such
as, weights and cardio are available, and
enticing enough that you’ll want to do
it. Smart use of technology helps you
track your workouts and plug yourself
in so you can multi-task.
time tO get sOme wOrK dOne/have sOme fUn
With innovative, flexible event spaces we
have all your bases covered, whether it’s
for work or entertaining or something in
between. Our innovative space planning
and events staff allow for flexible and
casual gatherings.
see yOU neXt time!
Casual, non-intrusive communications
from Hyde after your stay will assure
you that you left your mark and keep
you in the know about the offerings of
our brand. We hope we left our mark on
you, too.
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RESIDENTTOUCHPOINTS
RESIDENTTOUCHPOINTS
I can live here?!?Select properties will have residences incorporated into the building, creating a deeper
sense of community and a local population who embodies the vibe of Hyde. Where
residences are offered, additional exclusive amenities and offerings will be added. These
may include any of the following:
• Personal Shopping On Demand
• 3 Complimentary nights per year at any Hyde Hotel
• 20% discount on all F&B and Spa services
• Common-Area Cleaning and Maintenance
• Controlled Access to Residential Floors
• Controlled Access to Parking Garage
• 24 - Hour Concierge Service
• 24 - Hour Room Service
• Package Delivery Services
• Resident Valet Parking
• Pool & Pool Bar Access
• Access to Fitness Center with Personal Training and Nutritional Services On Demand
• Access to the Spa
• Private Library
• Residence Housekeeping On Demand
• Transportation Services
• Laundry & Dry Cleaning Services
• Plant Care
• Babysitting
• Enrollment in SLS Founders and ability to participate in all its benefits
RESIDENTTOUCHPOINTS
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WE HAVE OUR
PRINCIPLES.
BOld and fUll Of PersOnality.
Our designs will stimulate and
surprise you. Maybe mixed patterns,
lots of textures, a punk rock vibe,
color blocking. You won’t be bored.
Clean BUt nOt eXaCtly minimal.
We think design can be richly
layered but timeless and functional
all at once. Our spaces hit the perfect
mark between fussy and austere.
COnneCted tO PlaCe.
We want you to experience the
richness of your destination, not
forget where you are, so our designers
will take cues from the locale.
insPired By fashiOn, art and mUsiC.
Design doesn’t happen in a
vacuum—it’s in constant dialogue
with other creative fields. We’re
keyed in to contemporary culture
and you’ll see that influence in all
our spaces.
immersive and aPPealing tO all Of the senses.
We don’t go halfway. Our designers
will work every angle to make you
fall in love with every space.
sUrPrising, Clever, and qUiCK-witted. mayBe a little irreverent at times.
From our signage to the tone of
our marketing materials to an in-
room amenities package that will
make you smile, we’re friendly,
conversational, quick on our toes.
Everything you encounter at Hyde Resorts, Hotels & Residences is designed with a forward-looking ethos that goes beyond trends. Our architecture, interiors, visual style and online presence are:
DESIGNPRINCIPLES
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