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HIDDEN GEMS ARE MEANT TO BE FOUND 
BRAND GUIDE 
MAY 2014
OUR 
NAME 
KISHU 
is 
a 
mini 
mandarin 
that 
fits 
into 
the 
palm 
of 
your 
hand 
As 
a 
deligh:ul 
treat, 
Kishu 
rep...
WHAT 
WE 
DO 
WHAT 
WE 
DO 
Kishu 
creates 
welcome 
packages 
in 
the 
form 
of 
local 
goods 
and 
stories 
to 
help 
ho...
MISSION, 
VISION 
& 
PURPOSE 
OUR 
MISSION 
Our 
mission 
is 
to 
provide 
meaningful 
engagement 
that 
leads 
to 
increa...
HOW 
& 
WHY 
HOW 
KISHU 
WORKS 
Unlike 
monthly 
subscripIon 
services, 
like 
Quarterly.co 
and 
Birchbox, 
that 
are 
ge...
BRAND 
& 
STORY 
STRATEGY
OUR 
ARCHETYPE 
-­‐ 
MUSE 
As 
the 
Muse, 
We 
bring 
inspiring 
meaning 
and 
acIon 
to 
our 
hero’s 
stay. 
We 
are 
cre...
TAGLINE 
Hidden 
gems 
are 
meant 
to 
be 
found 
TALKING 
POINTS 
This 
is 
not 
your 
average 
giI 
basket 
A 
Kishu 
is...
OUR 
CORE 
VALUES 
TRUST 
We 
must 
ensure 
reliable 
and 
supporIve 
partnership 
with 
our 
customers. 
We 
believe 
in ...
OUR 
KEY 
MESSAGES 
WELCOME 
Every 
Ime 
a 
guest 
arrives 
in 
a 
new 
city, 
our 
primary 
goal 
and 
central 
tenet 
is...
OUR 
6P’S 
A 
defining 
element 
of 
Kishu’s 
brand 
strategy 
is 
our 
proprietary 
six-­‐point 
product 
selecIon 
proce...
MEASUREMENTS 
QualiIes 
that 
must 
be 
embodied 
by 
box 
and 
brands, 
Outcome/ 
Measurements 
● Keepsake 
worthy 
● Ins...
WHAT 
IT 
ALL 
MEANS 
At 
the 
center 
is 
the 
core 
content 
strategy, 
the 
central 
idea 
for 
using 
content 
to 
ach...
PRODUCT 
, 
SERVICE 
& 
FEATURES
GUEST 
PAINS 
As 
people 
increasingly 
travel 
using 
pla:orms 
like 
Airbnb 
and 
VRBO 
the 
need 
for 
hospitality 
and...
THE 
KISHU 
WELCOME 
PACKAGE 
The 
physical 
experience 
includes 
the 
following 
six 
main 
elements: 
1. Custom 
Kishu ...
GREAT 
PRICE 
Kishu 
Welcome 
Packages 
have 
a 
single 
price 
point 
of 
$20/each 
with 
different 
shipping 
costs 
dep...
KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
VISUAL 
GUIDELINES
LOGO / BRAND MARK 
KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
LOGO / BRAND MARK 
KISHU 
minimum 
clear space 
Minimum Clear Space = 1/2 of the letter height 
0.5” 
negative 
0.5” 
posi...
COLOR PALETTE 
KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
TYPOGRAPHY 
KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
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Kishu brand guide

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Kishu Brand Guide, May 2014.

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Kishu brand guide

  1. 1. HIDDEN GEMS ARE MEANT TO BE FOUND BRAND GUIDE MAY 2014
  2. 2. OUR NAME KISHU is a mini mandarin that fits into the palm of your hand As a deligh:ul treat, Kishu represents the hospitable gesture of giving and receiving. KI SH U /kee-sh-oo/ KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  3. 3. WHAT WE DO WHAT WE DO Kishu creates welcome packages in the form of local goods and stories to help hosts using home-­‐sharing pla:orms, like Airbnb and VacaIon Rental By Owner (VRBO), to deliver superior hospitality to guests resulIng in increased host raIngs. Kishu is a new way to greet guests. Guests receive a welcome package that introduces them to the host’s home and also invites them to explore the hidden gems of the city that they wouldn't likely find on their own. Each package includes a curated collecIon of local goods and accompanying stories that highlight the hidden gems oRen only known to locals. These collecIons spark curiosity by telling compelling stories about the neighborhood, connecIng guests to its culture, while giving them a taste of what they may find along the way. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  4. 4. MISSION, VISION & PURPOSE OUR MISSION Our mission is to provide meaningful engagement that leads to increased hospitality; in doing so guests feel comfort through a sense of home, adventure through inspired wayfinding and validaIon through indulgence. OUR VISION Our company delivers welcome packages in the form of local goods and stories to hosts, so that they can deliver superior hospitality to guests. Our first target customers will be Airbnb hosts, of which there are more than 600,000 lisIngs worldwide. In the future we will expand to offer goods and services to other hospitality providers as well as consumers via online and retail channels. OUR PURPOSE Regardless of who you are or where you are come from, hospitality is universal. The gesture of giving and receiving is contagious and with every giR (exchange) there is always an accompanying story. We’re in the business of storytelling; what be[er way to start a story than with a warm welcome. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  5. 5. HOW & WHY HOW KISHU WORKS Unlike monthly subscripIon services, like Quarterly.co and Birchbox, that are geared toward delivering self-­‐graIfing boxes of goodies on a monthly basis, Kishu welcome packages are paid for and delivered directly to hosts only when they have guests (and everyIme they have guests). We do this by syncing with each host’s Airbnb and other home-­‐sharing calendars, which we use to automaIcally schedule a welcome package fulfillment and delivery when a room/home is booked. Welcome packages are paid for by hosts only upon fulfillment and delivery of the welcome package. Not only is this a fricIonless transacIon for hosts, they do not have to worry about paying subscripIon fees for a service they’re not using. "When hosIng a guest, you have about 5 minutes to influence a guest’s first impression when they walk into your home or apartment for the first Ime. Paying a[enIon to all the details will make your guests feel they belong in your home.”, says Chip Conley, Airbnb Head of Global Hospitality. WHY KISHU EXISTS Hotels, especially bouIque hotels, are typically expert at providing the kind of hospitality and first impressions that Mr. Conley describes. However, when it comes to the home-­‐sharing economy -­‐ which is seeing exponenIal growth -­‐ hospitality is oRen disparate, brief, and fleeIng. Those hosts that do provide great hospitality in the form of welcome treats, must source these treats on their own every single Ime they have a guest. While there are plenty of startups circling the Airbnb ecosystem, as well as exisIng companies that provide travel guides and giR baskets, Kishu is the first to cut across all of these segments and is designed specifically for home-­‐ sharing hosts to provide fricIonless hospitality in an authenIc and cost effecIve way. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  6. 6. BRAND & STORY STRATEGY
  7. 7. OUR ARCHETYPE -­‐ MUSE As the Muse, We bring inspiring meaning and acIon to our hero’s stay. We are creaIve and imaginaIve. We tell stories of the hidden gems and local treasures and we want our hero to experience them just like an insider. We believe everybody deserves a though:ul and warm welcoming when they are far away from their home. THE SHADOW SIDE The Muse oRen has narrow focus and may appear passive and blend into the background. We must guard against this by expanding and diversifying our relaIonships and offerings. We also need to emphasize our storytelling skills and experIse to ensure meaningful impact. OUR HERO Our hero takes many shapes: Corporate Customers, Industry Partners, Local Businesses, Guests, CollaboraIve ConsumpIon Host. She is eager to discover the products and experiences that will help her to connect with the places and communiIes. She does this by connecIng dots and asking for more clues and quesIons. She values unexpected surprises. BRAND GIFT / OFFERING ACTIVATION As the Muse we acIvate curiosity and imaginaIon. We want to see hosts to reach their full potenIal. By emphasizing acIvaIon we inspire our heros to become creaIve, curious and connected. Our brand will stand out in the hospitality space and unlock new potenIals for people to express themselves. OUR ARCHETYPE, HERO & BRAND GIFT KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  8. 8. TAGLINE Hidden gems are meant to be found TALKING POINTS This is not your average giI basket A Kishu is a welcome package for hosts to give to their guests to help guests feel at home and more connected with the city they’re visiIng. Kishu welcome packages contain micro-­‐stories, products, and city guides that are curated by people in your neighborhood, ensuring guests enjoy authenIc, local experiences that are not your everyday tourist spots. We source local, hidden treasures. The Kishu welcome package includes a collecIon of local products, like chocolate, coffee, snacks, and other ameniIes that help your guests to feel welcome while giving them a flavor of the city that they wouldn't likely find on their own. We provide stories about the places only locals know. Beyond a collecIon of local products, the Kishu welcome package comes complete with stories about the community and a map to the hidden gems. BRAND VOICE Playful and full of life, yet knowledgeable and caring. Words We Love Welcome. Explore. Share. Local. Curated. AuthenIc. BeauIful. HandcraRed. Experience. Treasure. Travel. Joy. Delight. Wonder. Curiosity. TAGLINE, TALKING POINTS & BRAND VOICE KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  9. 9. OUR CORE VALUES TRUST We must ensure reliable and supporIve partnership with our customers. We believe in the speed of trust and trust that leads to long lasIng relaIonships. So we build and foster relaIonships within the community. We build confidence through validaIon of our brand and lead by example. CURIOUSITY We believe that a sense of open mind and adventure leads people to new experiences and relaIonships. We embrace playful experiments and engaging parIcipaIons. So we deliver stories about local businesses to spark curiosity. CONNECTIVITY We believe that building bridges brings communiIes together and makes our lives more meaningful. We foster growth by sharing knowledge and experIse. So we connect hosts, guests and local businesses to build stronger partnerships. MEANINGS & EXPERIENCES WONDER Immersing people in experiences that evoke wonder trigger their imaginaIon, inspire exploraIon and reconnect them to their inner-­‐child. COMMUNITY Drawing connecIons builds relaIonships and creates resonance in unfamiliar places, enriching people’s sense of belonging to different cultures and places. AUTHENTICITY Providing authenIc interacIons encourage people to have transparent conversaIons and share stories that lead to genuine human to human connecIon. CORE VALUES & EXPERIENCES KISHU EVOKES KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  10. 10. OUR KEY MESSAGES WELCOME Every Ime a guest arrives in a new city, our primary goal and central tenet is to ensure that they feel welcome within the first five minutes they arrive at their place of stay -­‐ whether this is the home of an Airbnb host or a hotel room. Guests who feel truly welcomed into a new environment will remember that welcome throughout their stay and likely for the rest of their lives. Great experiences start with a welcome. Kishu plans to help hosts deliver great welcome experiences. EXPLORE At Kishu, we also recognize the fact that once a guest feels welcomed into a new environment they are more apt to want to explore in search of more surprise welcomes and hidden treasures. As part of our second tenet, we want to help guests find true hidden treasures oRen not found in guidebooks. These, the small businesses of a city, are the gems that oRen are only known to locals. By welcoming guests as new -­‐ even if temporary -­‐ residents, we want to ensure that they have every chance to find the local, hidden treasures that will help to make their trip memorable and lasIng. SHARE Any good experience deserves to be shared with people who care. Therefore, our third tenet is that we want to give guests simple and enjoyable ways to share their experiences with friends, family, as well as their guests. Through sharing of experiences, those experiences live on and complete the circle. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  11. 11. OUR 6P’S A defining element of Kishu’s brand strategy is our proprietary six-­‐point product selecIon process, which is designed to make it easier for Kishu employees and contractors to evaluate partner products to be showcased in Kishu Welcome Packages. The points in order of importance are: 1. Place -­‐ Products must come from within 3 miles of the selected epicenter 2. Protagonist -­‐ The product brand has a unique storytelling and viral component 3. Product -­‐ Must be high quality and beyond a simple google search 4. Package -­‐ Must come in size that is cost effecIve and presentable 5. PresentaIon -­‐ Branding look and feel must align with our own. 6. Provide Hospitality -­‐ Physical partner locaIons must be able to provide consistent customer service and extend our and the host’s welcome. Through uIlizing the six-­‐point selecIon process we have created a solid internal base to support each of our stakeholders through internal processes thereby driving our ability to increase revenue and efficiency as we scale. The six points support travelers’ experiences, helps us to build targeted offerings, increases efficiency of scale through clear guidelines, helps to ensure high brand interacIons, and improves the relaIonship between hosts and guest. CONTENT STRATEGY & GUIDELINES FOR CURATING CONTENT KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  12. 12. MEASUREMENTS QualiIes that must be embodied by box and brands, Outcome/ Measurements ● Keepsake worthy ● Instant Hospitality ● SensaIonal Quality ● Host Approved ● Unique Story/Product VALUES What we provide ● Keys to the city ● Immersive ● Storytelling ● Hospitality Centered ● Unique Brands CONTENT STRATEGY & GUIDELINES FOR CURATING CONTENT KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  13. 13. WHAT IT ALL MEANS At the center is the core content strategy, the central idea for using content to achieve an organizaIon's business goals. To achieve that strategy most effecIvely, we look at four closely related components (the four areas of the quad): Content-­‐focused components 1. Substance—What kind of content do we need (topics, types, sources, etc.), and what messages does content need to communicate to our audience? 2. Structure—How is content prioriIzed, organized, forma[ed, and displayed? (Structure can include communicaIon planning, IA, metadata, data modeling, linking strategies, etc.) People-­‐focused components 1. Workflow—What processes, tools, and human resources are required for content iniIaIves to launch successfully and maintain ongoing quality? 2. Governance—How are key decisions about content and content strategy made? How are changes iniIated and communicated? © BRAIN TRAFFIC KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  14. 14. PRODUCT , SERVICE & FEATURES
  15. 15. GUEST PAINS As people increasingly travel using pla:orms like Airbnb and VRBO the need for hospitality and local connecIon increases. There are li[le to no quality of service expectaIons as each stay on home-­‐sharing pla:orms is unique to that specific stay. With travel guides providing outdated informaIon, guests seeking an insider perspecIve and memorable authenIc experience in the communiIes they visit, oRen don’t know where to find trustworthy access points. Those travelers that do know where to look must hunt for informaIon. HOST PAINS With minimal support available for hosts to provide hospitality, hosts spend significant Ime and effort making guests feel welcomed in their home and acquainted with their neighborhood. These offerings include a range of addiIonal services from self-­‐made guides to homemade breakfast. BENEFITS First and foremost Kishu benefits the hosts by reducing the fricIon of starIng and maintaining their micro-­‐businesses (as individual hoteliers), while helping to ensure a great raIng. We delight travelers by providing ameniIes for their stay while also connecIng them to the place they are visiIng. Local businesses are culIvated and supported through Kishu’s ability to direct the spending power of collaboraIve consumpIon guests. Although our packages are bought by hosts, we have three key stakeholders: hosts, guests, and local businesses. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  16. 16. THE KISHU WELCOME PACKAGE The physical experience includes the following six main elements: 1. Custom Kishu box | during the iniIal launch this will consist of a hand-­‐folded origami house-­‐style package that opens flat. 2. Welcome Card | Each box includes a custom welcome card as an introducIon to the home, from the host. 3. Map | A flat folded map that includes a micro (neighborhood) tour highlighIng some of the gems and local businesses of the neighborhood. 4. Partner goods | An assortment of 3-­‐5 items, like granola bars, chocolate, coffee, tea, and apparel from local businesses are included to spark wonder in guests. 5. Star Card | 1-­‐3 Star Card stories about local businesses as well as promoIons for those businesses. 6. Key Card | The Key Card includes a descripIon of the home as well as a unique code that can be used to login to a custom host portal. The (planned) digital experience includes three main elements: 1. Welcome page | The welcome page includes a guide to the host’s home as well as Ips for the area. 2. Explore page | The explore page includes extended walking tours of the city and/or neighborhood as well as promoIons for local businesses (i.e. Kishu affiliate partners). 3. Share page | Guest experiences in the home and area can be shared via logbook on the share page. Each Kishu Welcome Package includes a physical experience as well as an extended digital experience. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  17. 17. GREAT PRICE Kishu Welcome Packages have a single price point of $20/each with different shipping costs depending on the ordering method: 1. On-­‐demand Ordering | Hosts who wish to purchase Kishu Welcome Packages one at a Ime will pay $20 for each Welcome Package plus $2.50 for shipping. 2. Subscripdon Ordering | Hosts who sign up for subscripIon will pay $20 for each Welcome Package and shipping will be free. FLEXIBLE AND FRICTIONLESS FULFILLMENT Through Kishu.me hosts can order one Welcome Package at a dme or connect their home-­‐share calendar and have Kishu Welcome Packages automadcally delivered to their home every dme they have a guest: 1. On-­‐demand Fulfillment | Every Ime a host uses on-­‐demand ordering they have a choice on the shipping method and will pay for shipping to a specific address. 2. Subscripdon Fulfillment | Hosts who sign up for subscripIon must link their home-­‐sharing calendar with Kishu. By doing this Kishu Welcome Packages can be auto-­‐ordered and delivered every Ime the host has a guest. Not only is this a truly fricIonless transacIon, hosts only pay for Welcome Packages that are ordered; there are no separate subscripIon fees to worry about. Kishu Welcome Packages cost $20/each. Hosts can order Welcome Packages on-demand or via a subscription service. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  18. 18. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  19. 19. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  20. 20. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  21. 21. VISUAL GUIDELINES
  22. 22. LOGO / BRAND MARK KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  23. 23. LOGO / BRAND MARK KISHU minimum clear space Minimum Clear Space = 1/2 of the letter height 0.5” negative 0.5” positive Brand Mark letter height KISHU KISHU Minimum Size KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  24. 24. COLOR PALETTE KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  25. 25. TYPOGRAPHY KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  26. 26. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.
  27. 27. KISHU BRAND GUIDE 2014. © ALL RIGHTS RESERVED.

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