Casai: consistency from 40 to 150
How do we maintain consistency across the portfolio when every property has different characteristics, spatial needs, and a specific location?
During the second phase of this challenge, it was crucial to develop the process and projects proposed previously to ensure a coherent and consistent design concept across the portfolio. For me, it was important to create guidelines flexible enough to adapt them to the needs of the project but also to encourage creativity within the team.
Phase 1:
Develop the complete Look & Feel document with key elements:
A strong design formula to ensure the right outcome across the projects. Define global aesthetic standards leaving space for creativity within the team and flexibility in the projects.
Create trend-inspired Casai design styles to implement according to the characteristics of each property. Also, these styles were created with the brand’s buyer persona in mind to ensure the spaces are always interesting and attractive to our guests.
Specify Pantone tones and local paint retailer codes, for both MX and BR, to achieve a consistent palette.
Material and texture palette definition for each style, as well as furniture and accessories references to use as inspiration for the project development.
Leave some room for adaptation to the country, so the spaces reflect the culture and are visually more interesting for the guests.
Phase 2:
Define an internal “design menu” of FF&E:
Specify items and quantities per space and typology to deliver a uniform guest experience. Also, include the MVP FF&E items and the medium and low-priority ones to adapt the proposal according to the project.
Phase 3:
Create a unit visit process:
Understand and get to know deeply the property we are working on and its characteristics and layout needs. Review space heights, outlet locations, window frames, floor finishes, lighting spots, natural light, and more specifications to deliver a premium tailor-made proposal.
Phase 4:
Suppliers’ re-definition and Common Book development:
Select suppliers and manufacturers that meet our needs and can fabricate and deliver premium FF&E items for our apartments. Developing the Common Book with local companies that can help us maintain quality standards, volume prices, and good design that ensures a coherent and consistent product across the global portfolio.
Phase 5:
Constant review of data and guests’ reviews:
Constant and recurrent adjustments, upgrades, and changes to the process and design concept to orient the product to the best guest experience and product in the market.
MUSE DESIGN AWARDS- GOLD WINNERS
Tie the brand consistency with the development of The Casai Pieces:
These pieces were a collaboration I did with local brands to support and promote design studios in Mexico and Brazil. These objects are placed in all the units of the brand. Also, for me was important to share the culture of our locations with our guests and to support locality as one of the main differentiators of the brand.
Phase 6:
Developing these internal projects was crucial to achieving consistency while highlighting the strongest qualities of the properties. By creating a consistent but flexible Look & Feel, I managed to implement a design process where understanding the spaces and applying our brand guidelines in terms of design was the perfect equation to experience a coherent aesthetic across the units.
