When the team at the Plymouth came to us, they were looking at moving away from the Quality Hotel chain and becoming their own independent brand. Smokeylemon identified this as a chance for the Plymouth to stamp their mark as a key regional hospitality asset.

We started by taking key management and staff members through our brand workshop to further develop their brand Identity and discover what they can offer to visitors to the New Plymouth region. This resulted in a full marketing plan, comprehensive brand identity and graphics.
From there we applied the brand graphics to all areas of the Hotel. From door hangers, table talkers, menus and external signage. We also over hauled their website by bringing the graphics into line with the new identity and restructuring the pages to appeal to the various customers that stay at the Plymouth. The brand reinvigorated the purpose of the hotel, defined its individual characteristics and offerings, upgraded its look and ensured that all key staff were on board with the goals and service standards that the hotel had to offer.



Once we had worked out a marketing strategy for Plymouth International, we needed to bring it to life with graphic design. We started by working on a logo and moved to making the brand rules around logo use, design layouts, colours, typography and photography.


We put this all into a brand guidelines document for the client to reference as well as printers and suppliers. This means that the Plymouths brand is consistent across all platforms even when made by different suppliers.
Brand Guidelines



Logo and colour design


After making the brand guidelines, it was time to put it into effect. We went through and rebranded all the collateral in the Plymouth. This included everything from door hangers, table talkers, conference & wedding packs, menus and stationery. We also had a look at the external signage and wayfinding around the building.


plymouth international stationery


The design then needed to be applied to the new website which we designed and built from scratch. Using the marketing strategy, we looked at the different users that would be visiting the site and made pages that would focus on their needs.


We split the visitors into business, leisure and events. By doing this we could tailor the pages to their interests and have dedicated landing pages to direct the google ad traffic to.
website design plymouth international