patina
SERVICES
TONE OF VOICE
COPYWRITING
KEY MESSAGES
OVERVIEW
Patina, part of Capella Group's prestigious portfolio, represents the pinnacle of sophisticated travel experiences across some of the world's most coveted destinations. We were engaged by branding and design studio, Corlette, to bring the Patina to life across multiple locations and destinations (Osaka and the Maldives).
With multiple properties spanning numerous continents, each with its own distinct character, we crafted an updated brand voice that honoured each individual property’s personality while maintaining the unmistakable DNA of Patina.
Working in close collaboration with international teams, we ensured every deliverable and detail would translate seamlessly across cultures while maintaining its emotional impact and luxurious appeal.
WHAT WE DELIVERED
TONE OF VOICE GUIDELINES: Through the creation of comprehensive verbal guidelines, we captured Patina's overarching personality while providing nuanced language and tone guidance, specifically across four critical hospitality pillars: wellness experiences that rejuvenate the spirit, food and beverage moments that tantalise the senses, rooms and events that create lasting memories, and the overall hotel experience that defines luxury travel. Each section included carefully curated keywords, authentic examples, and practical applications that empowered teams from Sydney to Singapore and beyond to speak with one cohesive, captivating voice.
BRAND BROCHURE: This brochure was developed to support Patina's storytelling centrepiece – a tactile manifestation of the brand's essence that internal teams could refer to as needed for clarity and inspiration.
PATINA OSAKA FACT SHEET: We distilled Patina Osaka’s complete offerings into a powerful fact sheet that communicated everything guests needed to know (without sacrificing the poetry that makes the hotel so unique and magical).
BRAND MANTRAS: Embracing our new tone of voice guidelines, we crafted 10 considered and distinct mantra’s for staff that would become the heartbeat of every guest interaction and hotel touchpoint.
RESULT
Patina now speaks with a voice as distinctive and refined as its properties themselves. The comprehensive TOV framework has enabled consistent, compelling communication across all properties and markets, while the supporting materials have elevated each guest touchpoint - from the first steps through your hotel room to your final check-out experience.
For internal staff, the brand mantras have become more than words, they’ve transformed into the North Star that guides every future guest interaction. This ensure that however guests encounter Patina, they experience the same unmistakable luxury and attention to detail that defines the world's most coveted hospitality experiences.
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