DESN2011 A3 Case Study-GT Hotel
Case Study
Susanna Behne-Smith
Arianne Yates
"It captivates its audience through the use of intrigue and temptation using the female form."
-Susanna Behne-Smith
The Brand & Identity
GT Hotel proposes thought-compelling and stylistic branding. It achieves this by conveying a deep narrative within its brand to entice its audience. Making them want to come back for more. GT Hotel advertises products and a way of living that appeals to diverse demographics. It captivates its audience through the use of intrigue and temptation using the female form. The mottos "Get out, to get in" and "Follow Desire" gives a sense of vulnerability and lust, to emphasis that GT Hotels can provide both luxury and desire.
Conceptualising the use of Brand and Identity, Susanna Behne-Smith has created an alluring, captivating, and desirable brand. Using techniques such as; kinetic typography, collaging, and colouring she has achieved a unique way to captivate her audience.
"Altering the words "GT" and "Get out to get in", creates mystery, and a sense of curiosity, and draws viewers in that are looking for adventure and discovery."
-Susanna Behne-Smith
Kinetic Typography
GT Hotels uses the technique of distortion. Susanna states "Altering the words "GT" and "Get out to get in", creates mystery, and a sense of curiosity, and draws viewers in that are looking for adventure and discovery." Susanna pursues to target audience and viewers who are seeking adventure and discovery, all the while creating a sense of mystery and curiosity. In these words, she utilises distortion by stretching and wiggling to create the intended atmosphere of mystery, curiosity, and playfulness.
In the words "Follow Desire" Susanna uses distortion and collaging to convey a narrative "ripping" through layers. By using these techniques, "Follow Desire" creates an atmosphere of vulnerability, intimacy, and discovery, which in turn lures viewers to desire GT Hotels' services and goods.
Collaging
Collaging and ripping are used throughout the majority of the branding for GT Hotels. It creates a narrative for viewers, emphasising "ripping" through layers. The use of the female form underneath the layers entices customers to discover more about themselves, creating a deeper emphasis on vulnerability, intimacy, and discovery.
"It was as if a narrative or story was ripping through or forming, which gave the design depth."
-Susanna Behne-Smith
Colour
The use of colour throughout GT Hotel is one of the key features of the brand, as it helps accentuate the kinetic typography and collage techniques. By using the colour pallette of various colours including; reds, greens, teals, as-well-as white and black shades, it deepens the significance of the narrative, the "ripping" of layers, and the total allure of the brand. Susanna exploits the technique of collage and ripping to enhance the use of juxtaposition between the colours and female form.
The use of reds adds to the atmosphere of intimacy and lust, engaging the audience to indulge in their intrigue and temptation. This can be noticed in the red high heels of the women in the bathtub.
The dark greens, medium teals, and dark greys are used to influence a mysterious and eloquent tone, encouraging users to try GT Hotel's luxury. The pops of vibrant colours such as light blue and pink further add to the moments of playfulness and adventure. This can be seen in "Follow Desire".
These elements that Susanna has combined, allow for a striking, engaging, desirable, and thought-provoking brand. GT Hotels is an enticing and alluring brand, one by which many people would be captivated to come and visit. So what're you waiting for, come and book GT Hotels today!