| 063 | The Standard / Brand Interface Editorial publishing hub based on daily happenings in seven locations for and by locals, travelers, and readers; built on top of a complete redesign of booking, reservations, and the shop for this boutique hotel; with Alldayeveryday |
58 | 2014 12 |
Editorial publishing hub based on daily happenings in seven locations for and by locals, travelers, and readers; built on top of a complete redesign of booking, reservations, and the shop for this boutique hotel; with Alldayeveryday.
Results:
standardhotels.com
standardculture.com
shopthestandard.com
Locations:
Maldives
London
Downtown LA
East Village, NYC
High Line, NYC
Hollywood
Miami Beach
Team / Alldayeveryday:
Ryan Frank
Kim Kelly
Andrew Chee
Kevin Kearney
Liz Cornine
Othelo Gervacio
Phil Leif Bjerknes
Chris Frank
Richard Calahan
Team / Client:
Claire Darrow
Lucy McIntyre
Laura Nolte
Amar Lalvani
David Meyer
Joey Jallelo
Team / Photography:
Cheryl Dunn
Balarama Heller
Photography:
Courtesy of The Standard Hotels. All Rights Reserved.
As The Standard Hotels brand grows both operationally and with properties internationally, its digital presence should reflect these changes. At the conclusion of this project the website will have delivered on the following objectives:
01 ↴
Consolidation of three disparate sites into one site with new global navigation.
02 ↴
A new and improved mobile experience.
03 ↴
The ability to add additional properties to the site architecture as the brand continues to expand its footprint.
04 ↴
A unified art direction representing the brand via imagery, tone, and graphic design.
05 ↴
Inclusion of the new Booking engine and Account (CRM) system. Custom integration to come at a later date.
L1 / Home
Should clearly present breadth of brand, properties, events, people, venues, culture, editorial...
L2 / Property
Should present timely, real-time, always-on things to do with clear actions (book, schedule, contact).
L3 / Property Detail
In addition to succinct information, should drive to conversion with clear actions, as well as allow for linear navigation for further decision making.
L4/Item Detail
In addition to succinct information, should drive to conversion with clear actions, as well as allow for linear navigation for further decision making.
Location
Whether close to The Standard or not (yet), we add a third type, “Reader”, who enjoys keeping up with Standard Culture.
Staying Over?
Opportunities to convert, for all three user types.
Key Experience Pillars ↴
—Hospitality
—Editorial
—Food & Beverage
—Shopping
—Spa/Wellness
—Nightlife
Time/Context ↴
Where and when does the the user interact with The Standard?
Actions ↴
What actions does the user need to take while in this partic- ular time/context?
Device ↴
What device is the user most likely using for these actions, within this context?
Book/Reserve ↴
—Rooms
—Meetings/Event
—Spaces
—Food & Drink
—Spa/Wellness
Shop ↴
—At the Store
—Gifting
—Online for Delivery
—Online for Pickup at The Store
RSVP ↴
—Recent
—Upcoming
—During Your Visit
—On Now
—Later
—Today
—Tomorrow
—This Week
Alldayeveryday / Deliverables ↴
Key Insight Analysis
Target Audience Definition
Creative Direction
Art Direction & Design
Editorial Content Strategy
Community Development
Website Implementation
Alldayeveryday / Summary ↴
Creating the Hotels’ Editorial Content and Booking Platform
We partnered with the Standard Hotel Group to create a groundbreaking website for the hospitality industry. Bringing their editorial voice to the homepage, we combined a simple global booking process with best in class brand programming to increase bookings and build long term readership on the site.
Alldayeveryday / Links ↴
The Standard: Editorial Booking Platform
Contact ↴
@andrewchee
[email protected]
1 917 375 2524
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Updated ↴
2024 Apr 24 13:56:12 UTC, CC BY-SA International, Andrew Chee.