︎︎10A TRADE SCHOOL x ZÉZÉ HOTEL FELLOWSHIP ︎ ︎
ROLE: THE BRANDING FELLOW
THE ASSIGNMENT: BUILD A BRAND EXPERIENCE
Branding a hotel is a complex task. It may start with developing a logomark that is applied to items like bathrobes and tissue packets, but with ZÉZÉ, the brand must also live across a hotel, restaurant, guest experiences, events, products, digital platforms, retail spaces, and impact local culture. Working under the direction of Creative Director Matthew Tsang’s agency, branding fellows will jump into this process of identity development.
︎ Conceptualize various schemes of ”Hotel as Exhibition” and visualize how ZÉZÉ lives across all elements of the project–from digital, fashion, food, service, to guest rooms
︎ Build site-specific arts/performance/event programming, thinking outside of the box to ask how ZÉZÉ should host “culture” in a space committed to inclusivity
︎ Explore what hospitality means in new digital worlds–inside games, social media platforms, private channels, augmented/virtual reality, and other digital layers–to develop a digital branding strategy for high-tech tools that shape guest experience.
Creatives, students, and young professionalswho are interested in the big picture and detail-oriented process of branding strategy, and are ready to queer it up and think differently about how to build a unique brand experience that lives holistically across all aspects of ZÉZÉ.