Looking good, creating a unique design language that complements your brand DNA.

The design language is the cornerstone of your product, property or brands major touchpoints; hereabouts is how the end-user or consumer sees or interacts with you.

The design language is essentially the aesthetics and visual guidelines that your product or property follows or embodies.

In the field of property, destination and hospitality development, a strong and cohesive design language is a critical part of the puzzle that must be defined before any significant undertakings.

Aside from a robust brand strategy, the design language can be quickly developed using key fundamentals to create a holistic well-packaged product.

Brand platform

The cornerstone to any good design language is to have a well-planned brand platform in place before the design and development process begins. This is generally outlining internally and externally what you as a brand represent and wish to deliver.

Brand accountability

Once you have established your core brand values and DNA, you can easily create an auditable system that can guide all creative and operational decisions to ensure that your visual language and development guidelines fit the brand.

An example of this is should one of your brand values be "sustainability", then you would score a 1 to 10 against this value and measure any decisions or actions against it;?

i.e. the use of single-use imported amenities in your rooms would rank low on the scale and most likely negate the decision for a more sustainable option such as locally produced amenities in recycled or refillable packaging.

A key point in creating an auditable system is that it also expedient the decision-making process, especially when multiple stakeholders and shareholders are involved.

?Thinking local

When developing hotels and properties, people are attracted by the location or destination; it is essential to consider and incorporate elements and accents from the local area into the development.

Obviously, this depends on your brand platform and values; however, local elements hold merit in several aspects, whether simply interpreting local details into your unique brand style or taking them literally.

These elements may include natural materials that blend your property seamlessly to the local environment or customs and cultures that translate well into your restaurant or service blueprint.

Engaging a diverse local team can bring many insights and interesting hallmarks to the brand touchpoint, which customers are looking for in most cases.

Environmental & social footprint

Very much attributed to point three above, brands and businesses in this day and age must consider their environmental impact and footprint when planning any development or design language.??

By using local materials and revisiting traditional techniques and expertise, brands can dramatically reduce their logistics and carbon footprints while contributing to the broader community.

Trend carefully

While it is essential to monitor trends and developments within your segments and competitive set both locally and globally, it is necessary to always stay abreast of the development curve and continuously strive for a uniquely branded style.

?If you have the luxury of being in a highly differentiated location, then incorporating local elements in some fashion can assist in this process, as seen with the explosion of the Greek island Bohemian style.

?Collaborate continuously

As with any design language or the development of a brand working alongside architects, interior designers and a host of industry professionals, it's vital to get insight and collaboration in building your genuinely unique design language.

Putting it all into practice

Once completed, a clear and concise design guideline should be created with various tiers of detail that can be given to both operational teams and third parties along with the primary brand guidelines to ensure clear communication of the collective vision.

Traditionally created as printed materials, these can now be adapted for online use and even incorporated into bespoke e-learning and project management systems that can assist in briefing, management, snagging and future development.

About the author

Alex is a seasoned Creative Director and leads the SIWA Group Properties Design and Development team. For more information on SIWA Group Properties visit www.siwagroup.com

All images from SIWA Cliffs Lombok by www.alinazhuravlova.com