This document outlines Brand Acumen's proposed process for developing a new name and visual identity for FRHI's loyalty rewards program. It involves a 4-phase approach: 1) Landscape analysis to understand competitors and develop a naming strategy. 2) Developing 90+ potential program names across 3 iterations and 15-30 nomenclature systems. 3) Validating the final 10-12 name and nomenclature candidates through market research. 4) Creating the visual identity, guidelines, and final materials to launch the program. The document provides details on stakeholder interviews, naming briefs, iterative name development, trademark screening, and project deliverables. The goal is to create a simple

1. Brand Name, Nomenclature & Visual Identity
Development Proposal for a New Loyalty
Rewards Program on behalf of:

2. About Brand Acumen 3
Project Scope & Process 9
Project Deliverables 34
CONTENTS

3. BRAND ACUMEN

4. 5
BRAND ACUMEN
Brand Acumen CEO Bill Smith was previously the founder and CEO of Addison Whitney,
which today is one of the leading brand consulting firms in the world. Beginning
operations in 1991, under Bill’s guidance, Addison Whitney worked with over 800
clients in 27 countries. The firm’s clients included Marriott International, IHG, Carnival,
Disney, Caesers, Mandarin Oriental, Chase, Wells Fargo, Bank of America, Citibank, and
Microsoft among others.
Here are a few of our highlights:
Brand Acumen - Credentials

5. 6
BRAND ACUMEN
Brand Acumen - Credentials

6. 7
BRAND ACUMEN
What We Think
“The limits of my language means the limits of my world.”
“… [The] harmony between thought and reality is to be found in the grammar of the
language.”
-- Ludwig Wittgenstein
Many great minds and philosophers have commented on the important role
language plays in forming our thoughts. Some have even declared that language
shapes our thoughts entirely. We at Brand Acumen take these ideas to heart in our
belief that a name is the basic unit of you, the truest essence of a thing because
it is a necessity required to shape our understanding of the world. We are not just
creating letters on a page; we are giving life to ideas and building steps towards new
frontiers in thought. We are inspired by those artists, thinkers, and movements with
a like-minded mandate, from the Dadaists to William Burroughs, from Duchamp
to Wittgenstein, and we apply our rigorous creative thinking and analysis to every
project we encounter. We make names. We make impact.
At Brand Acumen,
name creation is
our form of artistic
expression.

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BRAND ACUMEN
Our Creative Inspiration
Inspired by experimental literature and musical composition, we infuse a culture
of innovation and creative inquiry into our process. We seek to redefine the
fundamentals of using art and language as a guide to develop profound brand
identities. Names are just the beginning…
The Science of Language
Our team of lexical engineers examines not just the sound, but the look and feel
of every letter in every word we create. We scrutinize each word’s structure: from
phoneme, to morpheme, to grapheme, to shape. In the search for the perfect name,
we leave no stone unturned.
Where to Find Us
We are headquartered in the historic Tribeca with some of the most
prominent and provocative art galleries in the world as our neighbors and
our inspiration.

8. & PROCESS
PROJECT SCOPE

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& PROCESS
PROJECT SCOPE
It is our understanding that FRHI would like to launch a new multi-brand loyalty rewards
program to replace and enhance all of their existing properties’ individual loyalty programs.
This program will be a centralized system that will drive growth and provide consistency
in how FRHI recognizes and rewards valuable members across geographies and brands.
This new program will be used and implemented across all of FRHI’s properties, specifically
Swissôtel, Fairmont, and Raffles Hotels & Resorts. As an example of multi-brand approach,
points earned from Swissôtel-associated transactions may be redeemed for Raffles
benefits.
FRHI would like a nomenclature system that will drive enrollment, brand awareness, and
colleague and member engagement. The new loyalty program and its affiliated naming
and visual identities, along with an internal/external marketing and communications plan,
should help to inspire revenue generation through central campaigns. It should also promote
desired behavior, and make the program more rewarding to its most valuable members.
FRHI will require a globally relevant program name and associated program element naming,
as well as a globally relevant program identity and design system founded on FRHI’s
lookand feel. The goal of these deliverables is to reinvent loyalty member communication
channels to increase engagement, drive stays and spend, and reinforce the multi-brand
loyalty program.
1 2 3
Project Scope

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PROJECT SCOPE
The overall objective of this project is to deliver a name and nomenclature system for
FRHI’s intra-corporate Loyalty Rewards program that will convey the following attributes:
Specifically, we understand that we are tasked to create names and a visual identity for
the following:
Objectives
Overall Program
Five (5) Program Tiers
"Super Elite Program within the Program”
Program Recognition Benefits
Two (2) Award Types
- “Pinnacle Rewards”
- “Micro Rewards”
Simple
Valuable
Flexible
Differentiated
1 2 3

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PROJECT SCOPE
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Landscape & Strategy
PHASE 1 PHASE 2
PHASE 4
Name & Nomenclature
Development
Market Research Validation
Project Process
Visual Identity Development
---------
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PHASE 3
For this initiative, we are proposing a 4-phase approach to develop the Program Master
Brand Name, Nomenclature System, and Visual Identity:

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PROJECT SCOPE
Final Deliverables
AccuBrand™ Report
Production-Ready Artwork
Brand Identity Guidebook
Utilizing our ScoreCard analysis and market research validation, Brand Acumen
will deliver our final name, nomenclature, and visual identity recommendation(s)
in the form of our AccuBrand™ Report and Brand Identity Guidebook as well as
Production-Ready Artwork.

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PROJECT SCOPE
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Landscape & Strategy
PHASE 1 ---------------------------------
Project kickoff
Naming strategy development
Defining the Nomenclature System
Tactical competitive review
In order to create an effective loyalty rewards program name, it is imperative
to understand the landscape around you. Once the existing landscape is
assessed and understood, our team will be able to develop a name strategy and
nomenclature development guide that will provide us with a roadmap to create the
optimum name and accompanying nomenclature system to satisfy and exceed
FRHI’s expectations.
Deliverables Name Landscape Report
Naming Brief
1

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PROJECT SCOPE
Project Kickoff
Brand Acumen proposes to begin this project with a meeting with the key stakeholders
of the FRHI team. The primary purpose of the Project Kickoff meeting is to articulate
engagement goals, key deliverables, and project timelines. During this meeting, we
review our client’s challenges and goals, and examine any existing brand-related
documents. As part of this project kickoff meeting, we will seek to quickly and
comprehensively understand information and strategy behind the organization of the
former loyalty reward programs in FRHI’s portfolio.
We will specifically seek to understand:
Brand Acumen actively engages clients in collaborative, interactive dialogue
throughout each and every engagement. We suggest weekly meetings to review
and assess the direction and progress of the engagement as a whole. The designated
Brand Acumen account manager will oversee the scheduling process of these weekly
meetings and provide all correspondence to the FRHI project team.
What are the core values of your corporation? Of your individual brands?
Which brands/loyalty programs were/are strongest in your portfolio? Weakest?
Which make the most revenue? Which have the highest brand equity?
Who are your primary customers? What are their needs and expectations?
Should FRHI be the focus? Does it have high enough brand awareness?
What are your key business challenges?
What is the full strategic intent behind the program?
Any existing strategy or market research that may have a direct effect on name
and nomenclature development.
1

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PROJECT SCOPE
Naming Strategy Development
As part of the project kickoff meeting, Brand Acumen will conduct a naming strategy exercise
with the key stakeholders from the FRHI project team. This will help inform what is required for
the category nomenclature integration as well as a corresponding visual identity.
This naming strategy meeting will consist of in-depth conversations with the project’s
stakeholders. Brand Acumen will ask a battery of questions in order to understand how
the potential new program name, nomenclature system and visual identity may affect future
strategy and how it will align with FRHI’s properties.
Potential items of discussion include:
What types of messages should the new program name and nomenclature system
portray to existing and future users and guests?
How is FRHI viewed in the market? Amenities? Customer service?
How does this messaging fit into your current strategy?
What types of words are best applicable for the name and nomenclature system
(common usage real words, neologisms, etc.)?
Should the name be evocative, benefit-driven, experiential, or functional? How should
the nomenclature system complement it?
Should the name and/or nomenclature system make reference to any of the former
loyalty programs that it will be replacing?
FuturePresent
1

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PROJECT SCOPE
Defining the Nomenclature System
In order to create the optimal name for the program and its accompanying
nomenclature system, we must first understand what type of nomenclature would
fit best for the initiative, with a focus on a system that will drive desired customer
behavior and enrollment in the program.
We have identified these Nomenclature Systems as relevant and
applicable to the initiative at hand:
Monolithic
Endorsed
Hybrid
Example: IHG Rewards Club; IHG Rewards Club Gold, Platinum
Single master brand name which everything is unified.
One name/One visual identity system.
Master brand equity and reputation is a bigger driver than features/benefits
of product or service.
Client trusts the brand.
Extensions built and supported by descriptors.
Example: VIB Rogue, BeautyInsider (Sephora)
Parent endorses the product/service.
Synergy between parent and product/service name.
Benefits from association
Example: Gap Rewards Card
Combination – monolithic, endorsed
We will consult and seek guidance from the FRHI team in determining which
Nomenclature System would be most appropriate for the goals of the initiative. The
selected nomenclature system type will then be articulated in the naming brief.
1

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PROJECT SCOPE
Tactical Competitive Review
In order to develop a master brand name and accompanying nomenclature for FRHI’s
loyalty rewards program that is well positioned, Brand Acumen will conduct a thorough
landscape analysis of competing organizations. Brand Acumen may inquire who
FRHI views as their primary competitors in the space and the pros and cons of each
organization’s portfolio.
Based on these internal conversations and our own market research, our team will
identify the most effective brand names in the category. In this competitive brand
analysis, we will review how other such companies’ brands are presented, viewed,
named, and accepted in the market. Our linguistic team will assess naming standards
across competing products in regard to structural make-up (letter count, syllable count,
initial letter usage), communication system, and messaging strategy. We will also
review loyalty programs outside of hospitality category as well as direct competitors
in the luxury hospitality category that do not use loyalty reward programs (Mandarin
Oriental, Peninsula, Four Seasons) to gain further strategic insight.
Brand Acumen will seek guidance from the FRHI project team in identifying these
primary competitors, as we will conduct our own primary and secondary research.
1

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PROJECT SCOPE
Name Landscape Report
We will present our analysis in the form of a Name Landscape Report that will holistically
portray the name landscape of the hospitality and adjacent industries’ loyalty programs.
The report will highlight current and evolving trends, norms, and tactics in loyalty program
naming that will enable our team to define white space opportunities, unmet needs, and
competitive strengths and weaknesses.
The report will also provide a taxonomy that will segment competitor names across
different naming categories, and rank them based on linguistic viability and commercial
effectiveness. This will provide a view in which we can determine where FRHI’s name and
nomenclature system will fit best into the landscape.
Naming Brief
Synthesizing all of the internal input we receive from the FRHI project team and the
external information provided by our own research and assessment, we will develop a 2
– 4 page Naming Brief that will serve as a guide for developing the ideal brand name and
nomenclature system for the loyalty rewards program.
The brief should be viewed as a fluid document so as not to limit our internal creative
thinking. The naming brief will be able to provide a framework for developing brand name
candidates aligned with the objectives for the project. Our naming brief will be broken
out into several different “naming categories” based on our Naming Strategy Session
with the FRHI project team. We will utilize this naming brief to create all brand names and
nomenclature systems that will be presented to FRHI in Phase II of the process.
1

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PROJECT SCOPE
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PHASE 2
Name & Nomenclature
Development
At Brand Acumen, we believe that a single name can
hold incredible meaning and tell a powerful, vivid story.
But in order for a name to do this successfully, it must be
structurally sound and intuitive to pronounce, interpret, and
recall.
In Phase II, we will focus our efforts on the master brand
name and nomenclature development process. We will
utilize the information collected in Phase I to create the
most effective name candidates and nomenclature system
explorations that fit FRHI’s requirements for the new loyalty
rewards program.
We propose to first develop the master program name and
then the surrounding names for the tiers and separate user
groups. It is our understanding that the master brand name
will have the most exposure in marketing and collateral
materials, and would therefore be the most common touch-
point for the program. In this way, the master program
will conceptually guide the development the related
nomenclature system.
Using a combination of deep inquiry pursuits and ideation
exercises, we will seed and harvest a comprehensive list
of name candidates. These candidates will express the
identity’s essence and agreed upon attributes across
a comprehensive range of associations, connotations
and evocations, in line with conceptual target we have
established.
Master Program Name Development
Nomenclature System Development
Trademark Pre-Screening
Refinements
Deliverables
➢ Presentation(s) of Master
Program Names (90+ names across
3 iterations)
➢ Presentation of Nomenclature
System Explorations (15 – 30)
➢ Final Name and Nomencla-
ture System Candidates (10 – 12)
2

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PROJECT SCOPE
Master Brand Name Development Process
Upon completion of the Naming Brief, we will begin developing
potential master brand names for the loyalty rewards program. Name
development will be performed through an iterative process with the
FRHI project team. Our process is participatory by nature because it
will ultimately be the FRHI team that lives with the name, making their
feedback crucial.
Identifying words or styles we may want to expound upon, our creative
team will present names to the FRHI project team in successive steps.
The first iteration will contain thirty to thirty-five (30–35) brand name
candidates. The names in the first iteration should be viewed as a
platform for determining overall direction for the successive iterations.
We will perform multiple iterations, generating 30-35 new candidates in
each round, and providing strategic rationale behind our candidates for
each list.
Our creative team will continue to develop lists of potential brand names
until we generate a finalized candidate list of the ten to twelve (10 – 12)
mutually agreed-upon brand name candidates. We keenly understand
the delicate nature of this project and will be hypersensitive throughout
our process to pre-screen for legal availability.
90+
10-12
2

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PROJECT SCOPE
Nomenclature Development Process
Based around the names we move forward with from the master brand name development
process, we will develop a series of nomenclature systems that will encompass the tiers, award
types, benefits and separate user groups that align around the concept of the master program
name. Specifically, we will create a nomenclature system for the following:
The master program name will act as a conceptual guide. Based on our previous defining of the
nomenclature system and the FRHI team’s input, we will determine the underlying relationship
between the name and the nomenclature system and the level of reference, associations, and
connections that is necessary.
We will present 15 – 30 nomenclature systems to the FRHI team and gather feedback for
adjustments, additional directions, and refinements. We will present our refinements to the FRHI
Project team and determine 10 – 12 nomenclature systems that will move forward into validation.
For all names presented, we will perform rigorous linguistic analysis to ensure that the names
are structurally viable and present no conflicting themes or messages in any foreign languages.
This is a vital part of creative development.
Five (5) Program Tiers
“Super Elite Program within the Program”
Program Recognition Benefits
Two Award Types
-“Pinnacle Rewards”
-“Micro Rewards”
2

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PROJECT SCOPE
Trademark Checks & Clearance Strategy
All names presented through our three iterations will be pre-screened and checked for
trademark availability. Trademark searches and common law screening are performed in-
house by seasoned trademark researchers who have unique methods to not only uncover
registered marks, but also brands in use that may reside under the radar screen of the
traditional trademark search channels.
Our screening is comprehensive and it is designed to eradicate conflict with identical or
similar marks and phonetic variations in relevant trademark classes, based on checks
within the USPTO, European Community, and WIPO trademark databases. Our team also
has expertise in Boolean, Truncation, and Wildcard search techniques to supplement the
trademark clearance checks performed through our online database inspection.
We tilt towards conservatism when it comes to appetite for risk, to ensure maximum
legal defensibility. We are hyper-vigilant in our trademark pre-screening, and we will work
directly with your legal counsel until we find a name that is available, appropriate, and free
from confusion and conflict here and abroad. The 10 – 12 master program names and
program element names that will move forward to Phase III and Phase IV will have passed
our legal pre-screening tests and will have the lowest risk profiles.
USPTO
EC
Name™Name WIPO
2

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PROJECT SCOPE
Visual Identity Development
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PHASE 3
Once the final master program name and nomenclature system candidates are established,
we will begin our visual identity exploration and development.
The visual identity becomes the most iconic and singular representation of a brand. It has the
ability to influence customer perceptions and behavior often beyond what they themselves
can rationalize. We approach our visual identity development with the same creative fervor
that we approach naming, creating powerful visual identities that aspire to turn the graphic
into the iconographic.
During this initiative, our graphic design team will be presented with all of the information
around the name and nomenclature system that has been devised. Remaining close to the
name and identity development process at all times, our logo design team will make sure to
distill the brand ethos into a visual representation that is aligned with the conceptual target
upon which the FRHI team has agreed.
Visual Identity Strategy Assessment
Visual Identity Competitive Review
Visual Identity Development
Refinements
Deliverables Visual Creative Brief
Presentation of Competitive Visual Norms and Analysis
Creative Concept Presentation (minimum of 16 concepts)
Final Visual Identity Concept Candidates (2)
3

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PROJECT SCOPE
Visual Identity Strategy
We will engage with the FRHI team to create our visual creative brief, asking critical
questions to understand the visual alignments and standards across the brand.
Specifically, we will seek to understand brand identity components regarding creative
palette, visual language, and other creative concepts.
Examples of what we might ask:
How might the current FRHI architecture and visual identity inform logo/colors for the
program and its levels?
What attributes should the visual aspects evoke? Should they align or complement
those of the name?
What visual motifs or symbols would you like to see based on the name?
What are the core visual concepts?
3

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PROJECT SCOPE
Visual Identity Competitive Review
In order to develop the optimum visual identity for FRHI’s loyalty rewards program,
Brand Acumen will conduct a thorough landscape analysis of competitor programs’
visual identities. We will perform a comprehensive audit of current and evolving visual
systems, tactics, and trends.
We will specifically seek to understand:
How the logo speaks across different products
Use of the “unique selling proposition” (USP)
Use of the master brand name
Use of the master brand differentiator and/or key benefit
Range structure (if applicable)
Color schemes
3

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PROJECT SCOPE
Visual Identity Landscape Assessment
Once we gather all of the competitive insight we will review and assess our findings in
order to understand how other identities are successful regarding category forces, design
strategies, and communication systems. This will enable our team to establish a top-
level view of the competitive visual identity landscape. We will present our Visual Identity
Landscape Assessment that will outline category norms, potential design opportunities, and
any current and emerging visual identity trends that pertain to the loyalty rewards program.
Visual Creative Brief
Collecting the FRHI team’s input and all of own our external research, we synthesize our
engagement goals into a Visual Creative Brief.
The visual creative brief will serve as a guide for developing the logos and overall program
design for all collateral and visual touch-points as well as detail the numerous design
elements that will be necessary for FRHI to differentiate itself in the market. The creative
brief will include the following items:
Collateral types
(cards, brochures, digital media)
Creative
Brief
Logo development strategy
Brand equity elements
Communication hierarchy
Level structure
Use of color (pantones)
3

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PROJECT SCOPE
Visual Identity Development Process: Step One
Upon completion of the Visual Creative Brief, we will begin the Visual Identity Devel-
opment process with logo development. The newly developed logo will apply to all
existing brand wording(s) but will also be adaptable to three (3) different solutions:
Brand Acumen will create a minimum of sixteen (16) logos for the FRHI project team
to review. FRHI and Brand Acumen will seek to select/agree on two (2) logos for future
revisions and refinements.
Collateral Design will include the logo, communication hierarchy, and color/pantone
creation across a sample of five (5) pieces/assets of collateral material. Brand Acumen
will create a minimum of sixteen (16) design structures. FRHI and Brand Acumen will
seek to select/agree on two (2) designs for future revisions and refinements.
Level Architecture will be developed for each product criteria. Brand Acumen will
create a minimum of sixteen (16) level architecture propositions. FRHI and Brand Acu-
men will seek to select/agree on two (2) level architectures for future revisions and
refinements.
Our team will present the benefits of each logo, design, and range architecture. The
purpose of this presentation is to mutually agree on the correct layouts and messaging.
3
Solutions
Same wording for all products
Initial wording with an additional word
Initial wording modified with/without an
additional word
3

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PROJECT SCOPE
Visual Identity Development Process: Step Two:
Refinements
Based on the feedback from the FRHI project team on our pre-
sentation in Step 1, we will then take the two (2) mutually agreed
upon logos, designs, and range structure concepts and refine
each one.
Brand Acumen will perform our visual development refinement
in an iterative process with FRHI. We will then present the two (2)
logos, designs, and level architectures for the mutually agreed
upon visual identity concepts. These logos, designs, and level
architectures may be an assimilation of two or more previously
presented deliverables.
3

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PROJECT SCOPE
Market Research Validation
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PHASE 4
QualiQuantitative Questionnaire Development
QualiQuantitative Interviews
Market Research Data Collection & Assessment
Deliverables QualiQuantitative Questionnaire
Market Research Data
After we have completed the creative development for the master program
name, nomenclature system, and visual identity as illustrated in Phases II and
III, we will take the final candidates into our validation phase to ensure not only
legal availability, but commercial efficacy and consumer accessibility.
Brand Acumen creates and validates brand names and visual concepts on
behalf of our clients in-house. Collectively, our team has specialized market
research acumen and expertise to ensure that the process is seamless.
4

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PROJECT SCOPE
QualiQuantitative Questionnaire
Prior to taking the brand name candidates into the field for validation, our team will
construct a project-specific questionnaire that will seek to uncover thoughts, opinions,
likes, and dislikes regarding each naming and accompanying visual concept. Brand
Acumen will use this questionnaire as a QualiQuantitative platform with key individuals,
decision makers, and customers.
All interviews will be conducted by a member of the Brand Acumen market research
team. We will create questionnaires utilizing parameters identified during our screening
process. We will consult with your team to settle upon an appropriate design and
methodology.
Questionnaire AccuBrand™ Report
4

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PROJECT SCOPE
QualiQuantitative Interviews, Part I: Master Brand Name
In this initiative, we will first validate the final ten to twelve (10-12) master brand
names through the use of QualiQuantitative interviews with FRHI’s Key Decision
Makers & Customers. We will recruit a panel of approximately 200 respondents on
a global basis for the most robust results.
Key Individuals will include:
Hotel/Hospitality Industry Experts
Key Stakeholders from FHRI
Current Loyalty Program Members
QualiQuantitative Interviews, Part II: Nomenclature Systems &
Visual Identities
Once we have a new validated master brand name in place, we will validate the
final ten to twelve (10-12) nomenclature systems with the two (2) accompanying
visual identities, as well as each of their program element names, through the use
of QualiQuantitative interviews with FRHI’s Key Decision Makers & Customers.
We will recruit a panel of approximately 200 respondents on a global basis for the
most robust results.
Key Individuals will include:
Hotel/Hospitality Industry Experts
Key Stakeholders from FHRI
Current Loyalty Program Members
4

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PROJECT SCOPE
Linguistic ScoreCard Analysis
From the perspectives of acoustic phonetics, phonology, and morphology in particular, our
lexical theorists pay extraordinary attention to all facets of linguistic nuance. Looking at the
phonemic structure, or the breakdown of distinct sounds in a given word, our team assesses
the acoustic and articulatory properties of all adjacent phones and consonant clusters.
Once we affirm that no harsh sounds are found at phonemic joints or intra-syllabically, we
consider the semantic qualities and evocations of all morphemes, or units of meaning. We base
this assessment on common thematic properties of English, as well as those of many foreign
languages, paying close attention to the Romance language schema, as well as Greek and
Latin etymological features.
Each of the 10-12 brand names created will be subjected to our ScoreCard* analysis, based
on the following categories:
Our ScoreCard Analysis will provide a quantitative “score” for each of the created brand names.
An example of our ScoreCard analysis can be found in the case study on the following pages.
ScoreCard
Categories
Scriptability
Visual Aesthetics
Phonetic Viability
Aural Comprehensibility
Syllabic Balance
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
4

33. PROJECT
DELIVER

34. 35
PROJECT
DELIVER
AccuBrand™ Report
Based on our creative process and collaboration with the FRHI project team,
we will present our final recommendations for the master loyalty brand and
accompanying nomenclature system in the form of our AccuBrand™ Report.
The AccuBrand™ Report will include all qualitative and quantitative information
that has been assimilated throughout the course of the engagement.
The AccuBrand™ Report will provide a stack ranking, from most viable to
least viable, of the final master brand names candidates and all names in the
final accompanying nomenclature.
We will combine our Linguistic ScoreCard Analysis data with the qualitative
feedback we will have received from the QualiQuantitative interviews in
order to develop our stack ranking of recommendations, as well as an
internal assessment of the name candidates based on our own insights and
considerations.
Each name will be supported by in-depth Linguistic Analysis, Market Research
data, full strategic rationale, and inference assessment.
Occupational Breakdown
Wall Street
Analysts/Influencers
9
Plastic Surgeons
31
Nurses
18
Surgeons
36
Hospital Procurement Executives
26

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PROJECT SCOPE
Production-Ready Artwork
Brand Acumen will deliver production-ready files to the FRHI team and their
production partners to ensure the successful implementation of the new visual
identity and collateral design system for the new loyalty rewards programs.
Working from the final approved artwork files, Brand Acumen’s graphic design
team will create high-resolution, production-ready files for TBD number of
collateral formats with copy and context on technical drawings.
Brand Identity Guidebook
In addition to the finalized logos, designs, and range architecture, we will also
provide a specific Brand Identity Guidebook that will holistically articulate
the visual branding experience and how the brand should be consistently
messaged across all touch-points for the new loyalty program.
The guidelines will serve as brand standards for FRHI to implement the visual
identity for its loyalty rewards program and all visual marketing moving forward.
The Brand Identity Guidelines will include:
Pattern & Color Standards
Collateral Design
Information Hierarchy
Iconography
Symbology
Identification Elements
Typography
Identity Usage and Applications
Trademarks

36. Contact Us
Bill Smith - Chief Executive Officer
Address:
Website:
Email: william.smith@brandacumenstudios.com
Phone: 704.906.3402
19 Leonard Street
1W
New York, NY 10013
www.brandacumenstudios.com