{"id":21443,"date":"2024-01-05T12:16:43","date_gmt":"2024-01-05T11:16:43","guid":{"rendered":"https:\/\/af.agency\/realizacje\/the-power-of-calm-in-the-rebranding-of-the-shuum-hotel\/"},"modified":"2024-02-12T08:30:14","modified_gmt":"2024-02-12T07:30:14","slug":"the-power-of-calm-in-the-rebranding-of-the-shuum-hotel","status":"publish","type":"post","link":"https:\/\/af.agency\/en\/work\/the-power-of-calm-in-the-rebranding-of-the-shuum-hotel\/","title":{"rendered":"The power of calm in the rebranding of the Shuum Hotel"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"21443\" class=\"elementor elementor-21443 elementor-11636\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3b37b9f e-flex e-con-boxed e-con e-parent\" data-id=\"3b37b9f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6eb4944 elementor-widget elementor-widget-spacer\" data-id=\"6eb4944\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-abd04d1 e-con-full e-flex e-con e-parent\" data-id=\"abd04d1\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-67b27a4 elementor-widget elementor-widget-breadcrumbs\" data-id=\"67b27a4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p id=\"breadcrumbs\"><span><span><a href=\"https:\/\/af.agency\/en\/\">Home page<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d55dad7 elementor-widget elementor-widget-heading\" data-id=\"d55dad7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Territorial marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2e382f elementor-widget elementor-widget-text-editor\" data-id=\"f2e382f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>We create a strategy that takes into account local conditions, thus designing consistent communication and activation of specific target groups.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e54eb50 e-flex e-con-boxed e-con e-parent\" data-id=\"e54eb50\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c6ded84 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c6ded84\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ed9885e e-flex e-con-boxed e-con e-parent\" data-id=\"ed9885e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-07d2319 e-con-full e-flex e-con e-child\" data-id=\"07d2319\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-df13826 e-con-full e-flex e-con e-child\" data-id=\"df13826\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-178bf79 elementor-widget elementor-widget-image\" data-id=\"178bf79\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/logo_shuum.svg\" class=\"attachment-full size-full wp-image-9916\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b387ad1 elementor-widget elementor-widget-heading\" data-id=\"b387ad1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The strength of tranquility in the rebranding of the Shuum Hotel\u200b<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae4bf94 elementor-widget elementor-widget-text-editor\" data-id=\"ae4bf94\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>An overall rebranding of the brand, which spawned a narrative that turned to the Scandinavian philosophy of hygge and functioning in the spirit of slow life.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73c5144 custom-style-list elementor-widget elementor-widget-text-editor\" data-id=\"73c5144\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul>\n \t<li>Creation a new hotel name and logo &#8211; exposing the brand&#8217;s values.<\/li>\n \t<li>Redefining visual language and communication strategies.<\/li>\n \t<li>Organize creative workshops with the hotel&#8217;s team.<\/li>\n \t<li>Dedicated photo and video content.<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c7c13a2 e-flex e-con-boxed e-con e-child\" data-id=\"c7c13a2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-07fff4c e-con-full e-flex e-con e-child\" data-id=\"07fff4c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9f563ea elementor-widget elementor-widget-text-editor\" data-id=\"9f563ea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>WEBSITE DESIGN<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5dd5f1f elementor-widget elementor-widget-text-editor\" data-id=\"5dd5f1f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>COMMUNICATION STRATEGY<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0bc0953 elementor-widget elementor-widget-text-editor\" data-id=\"0bc0953\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>BRAND IDENTITY<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be915f6 elementor-widget elementor-widget-text-editor\" data-id=\"be915f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>BRAND STRATEGY<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebd8871 elementor-widget elementor-widget-text-editor\" data-id=\"ebd8871\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>CORPORATE IDENTITY<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2a35110 e-con-full e-flex e-con e-child\" data-id=\"2a35110\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fcbb7d7 e-flex e-con-boxed e-con e-parent\" data-id=\"fcbb7d7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1ee5839 elementor-widget elementor-widget-image\" data-id=\"1ee5839\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_02.png\" class=\"attachment-full size-full wp-image-11639\" alt=\"\" srcset=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_02.png 1920w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_02-300x169.png 300w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_02-1024x576.png 1024w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_02-768x432.png 768w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_02-1536x864.png 1536w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_02-1568x882.png 1568w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"width:100%;height:56.25%;max-width:1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fe09dd5 e-flex e-con-boxed e-con e-parent\" data-id=\"fe09dd5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8e226c7 elementor-widget elementor-widget-heading\" data-id=\"8e226c7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Shuum is a 4 star boutique wellness hotel in Ko\u0142obrzeg (Kolberg) at the Polish seaside, close to wild, Baltic nature. Brand's ambitions reach far in communication and identity, drawing from holistic expertise of slow life, natural rejuvenation and healthy, local cuisine.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-42e9c5a e-flex e-con-boxed e-con e-parent\" data-id=\"42e9c5a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-345326d elementor-widget elementor-widget-image\" data-id=\"345326d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_03.png\" class=\"attachment-full size-full wp-image-11640\" alt=\"\" srcset=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_03.png 1920w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_03-300x169.png 300w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_03-1024x576.png 1024w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_03-768x432.png 768w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_03-1536x864.png 1536w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_03-1568x882.png 1568w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"width:100%;height:56.25%;max-width:1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-dca5743 e-flex e-con-boxed e-con e-parent\" data-id=\"dca5743\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1adbf4b e-con-full e-flex e-con e-child\" data-id=\"1adbf4b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-85e2fe0 e-con-full e-flex e-con e-child\" data-id=\"85e2fe0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-81a5f03 elementor-widget elementor-widget-heading\" data-id=\"81a5f03\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Challenge 1: How to convey brand's philosophy in just two words?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cd26c99 e-con-full e-flex e-con e-child\" data-id=\"cd26c99\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d0f2813 custom-style-list elementor-widget elementor-widget-text-editor\" data-id=\"d0f2813\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tShuum hotel rebrand introduced key values, that the facility offers to its visitors &#8211; complex care, contact with nature and soothing surroundings. It&#8217;s a natural answer to consumer overstimulation and everyday haste and stress, bringing balance, harmony and rejuvenation.\n\n<br\/><br\/>\nMain challenge? Create a name for the hotel. During intense workshops we came up with nearly 400 propositions, which where systematically excluded from the list, reaching the final name: SHUUM. The name basically says it all. Its tone is voiceless, introducing meditation, soothing atmosphere and balance. Close to the waves of the sea, just 100m away from the main entrance.\n<br\/><br\/>\n\nBrand tagline &#8211; The strength of tranquility &#8211; shares values close to each guest of the hotel: a boutique experience which has everything you may need for your rejuvenation, make yourself at home and relax.\n\n<br\/><br\/>\nNew logo represents balance, calmness and stability. The gradient stands for wellness and wide spacing symbolises air, freedom and space, while pure geometry means high quality service of the hotel.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0cf5a04 e-flex e-con-boxed e-con e-parent\" data-id=\"0cf5a04\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-414a424 elementor-widget elementor-widget-image\" data-id=\"414a424\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_04-1.png\" class=\"attachment-full size-full wp-image-14374\" alt=\"\" srcset=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_04-1.png 1920w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_04-1-300x169.png 300w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_04-1-1024x576.png 1024w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_04-1-768x432.png 768w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_04-1-1536x864.png 1536w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_04-1-1568x882.png 1568w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"width:100%;height:56.25%;max-width:1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-52b6710 e-flex e-con-boxed e-con e-parent\" data-id=\"52b6710\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-37a4eff e-con-full e-flex e-con e-child\" data-id=\"37a4eff\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-93b439e e-con-full e-flex e-con e-child\" data-id=\"93b439e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4eb9edd elementor-widget elementor-widget-heading\" data-id=\"4eb9edd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Challenge 2: How to get heard while remaining impassive?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c6cc503 e-con-full e-flex e-con e-child\" data-id=\"c6cc503\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f0304af custom-style-list elementor-widget elementor-widget-text-editor\" data-id=\"f0304af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tThe foundations of hotel&#8217;s branding were deep strategy and analysis staying true to our values of workshopping with the client. Together we developed much than just naming, expanding to original brand essence, language, visual communication and content.\n\n<br\/><br\/>\nContent: based on elements of Stoic philosophy in Scandinavia and referring to the various ways of living in harmony with nature, relaxing and drawing energy from within oneself and the hotel&#8217;s offer &#8211; translating it through the prism of everyday life, realizing the values of the facility on a daily basis. It&#8217;s also a story about &#8220;the power of peace&#8221; as a state of equilibrium after being in Shuum.\n\n<br\/><br\/>\nWording: building on implicit meanings and simple values, simplifying language and using customer references, using instrumentalization and onomatopoeia when talking about the hotel.\n\n<br\/><br\/>\nVisual language: the use of images based on vital contrast, gradients that create a transition between strength and tranquility, photographs that document phenomena and surprising and harmonious combinations, the use of a natural color scheme that is resolute (strength) but non-irritating (tranquility).\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d04a307 e-flex e-con-boxed e-con e-parent\" data-id=\"d04a307\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-16c5b32 elementor-widget elementor-widget-image\" data-id=\"16c5b32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_05-1.png\" class=\"attachment-full size-full wp-image-14375\" alt=\"\" srcset=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_05-1.png 1920w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_05-1-300x169.png 300w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_05-1-1024x576.png 1024w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_05-1-768x432.png 768w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_05-1-1536x864.png 1536w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_05-1-1568x882.png 1568w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"width:100%;height:56.25%;max-width:1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-80838bc e-flex e-con-boxed e-con e-parent\" data-id=\"80838bc\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-e7fb625 e-con-full e-flex e-con e-child\" data-id=\"e7fb625\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-12fb74e e-con-full e-flex e-con e-child\" data-id=\"12fb74e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d1ed304 elementor-widget elementor-widget-heading\" data-id=\"d1ed304\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Challenge 3: How to run social media in a nordic fashion?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bb75b6f e-con-full e-flex e-con e-child\" data-id=\"bb75b6f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5249bc7 custom-style-list elementor-widget elementor-widget-text-editor\" data-id=\"5249bc7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tRe-imagining the hotel identity led to new communication in the form of social media profiles on Instagram and Facebook. A series of creative workshops helped us build a distinctive language and trend observations helped us discover, what the hotel guest expect and how can we attract their social attention.\n<br\/><br\/>\n\nWe decided to build our own content, running regular photo and video shoots, cooperating with ambassadors and external partners. Current hotel communication stands for coherence, engaging visuals, storytelling and close relations with recipients.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e16c4ff e-flex e-con-boxed e-con e-parent\" data-id=\"e16c4ff\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-05d187a elementor-widget elementor-widget-image\" data-id=\"05d187a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebranding_07.png\" class=\"attachment-full size-full wp-image-14660\" alt=\"\" srcset=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebranding_07.png 1920w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebranding_07-300x169.png 300w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebranding_07-1024x576.png 1024w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebranding_07-768x432.png 768w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebranding_07-1536x864.png 1536w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebranding_07-1568x882.png 1568w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"width:100%;height:56.25%;max-width:1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-02063db e-flex e-con-boxed e-con e-parent\" data-id=\"02063db\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-aa16542 e-con-full e-flex e-con e-child\" data-id=\"aa16542\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-ad02c80 e-con-full e-flex e-con e-child\" data-id=\"ad02c80\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d24cd7a elementor-widget elementor-widget-heading\" data-id=\"d24cd7a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Challenge 4: How to achieve digital coziness?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b01b0b9 e-con-full e-flex e-con e-child\" data-id=\"b01b0b9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fb41233 custom-style-list elementor-widget elementor-widget-text-editor\" data-id=\"fb41233\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tA well balanced hotel website is much more than just an address. Guests expect unique experiences already at the very beginning of their journey, no matter the device, time and knowledge about the brand they already have. The first contact with the hotel itself may as well be digital.\n<br\/><br\/>\n\nShuum&#8217;s website runs a dedicated custom booking system, launched in order to make the booking experience as complete and engaging as possible. Extensive research using neuromarketing tools at AF.lab facility allowed us to discover true emotions and behavioural patterns of user, what resulted in a well developed UX\/UI of the booking engine.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4a86819 e-flex e-con-boxed e-con e-parent\" data-id=\"4a86819\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-08337ca elementor-widget elementor-widget-video\" data-id=\"08337ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;hosted&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-hosted-video elementor-wrapper elementor-open-inline\">\n\t\t\t\t\t<video class=\"elementor-video\" src=\"https:\/\/af-website.dev.web5.artflash.pl\/wp-content\/uploads\/2024\/01\/shuum_logo_background_changing_02.mp4\" autoplay=\"\" loop=\"\" controls=\"\" controlsList=\"nodownload\"><\/video>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a97737f e-flex e-con-boxed e-con e-parent\" data-id=\"a97737f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4954759 e-con-full e-flex e-con e-child\" data-id=\"4954759\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-a70efe8 e-con-full e-flex e-con e-child\" data-id=\"a70efe8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-140dbdf elementor-widget elementor-widget-heading\" data-id=\"140dbdf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Challenge 5: How to use content to adapt to consumer needs?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5f781fd e-con-full e-flex e-con e-child\" data-id=\"5f781fd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3fe420e custom-style-list elementor-widget elementor-widget-text-editor\" data-id=\"3fe420e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tShuum Boutique Wellness Hotel is an unquestionable leader in the spa and wellness HoReCa market in Poland and as a consequence quickly achieved a status of a pioneer, closely analysing trends and individual needs of its guests.\n<br\/><br\/>\n\nWe run communication of key dates and attractions: Shuum&#038;Friends culinary sessions and Evenings with wine. Shuum Deli subbrand was created to promote local, fresh and organic products of the hotel&#8217;s restaurant and spa.\n<br\/><br\/>\n\nShuum today is a strong, modern brand, close to conscious consumers, who seek highly comforting experiences of relaxation and rejuvenation. Close contact with nature restores vital forces, refreshes your mind and calms thoughts. It is no ordinary hotel facility. Here you will find everything that your mind, body and soul might need &#8211; deep relaxation and full rejuvenation.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3bec987 e-flex e-con-boxed e-con e-parent\" data-id=\"3bec987\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d162bbf elementor-widget elementor-widget-image\" data-id=\"d162bbf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_06-1.png\" class=\"attachment-full size-full wp-image-14376\" alt=\"\" srcset=\"https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_06-1.png 1920w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_06-1-300x169.png 300w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_06-1-1024x576.png 1024w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_06-1-768x432.png 768w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_06-1-1536x864.png 1536w, https:\/\/af.agency\/wp-content\/uploads\/2024\/01\/af20_big_case_study_shuum_rebrending_06-1-1568x882.png 1568w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"width:100%;height:56.25%;max-width:1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-984c948 e-flex e-con-boxed e-con e-parent\" data-id=\"984c948\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Territorial marketing We create a strategy that takes into account local conditions, thus designing consistent communication and activation of specific target groups. The strength of tranquility in the rebranding of the Shuum Hotel\u200b An overall rebranding of the brand, which spawned a narrative that turned to the Scandinavian philosophy of hygge and functioning in the&hellip; <a class=\"more-link\" href=\"https:\/\/af.agency\/en\/work\/the-power-of-calm-in-the-rebranding-of-the-shuum-hotel\/\">Continue reading <span class=\"screen-reader-text\">The power of calm in the rebranding of the Shuum Hotel<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":20924,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[135,10,149],"tags":[143],"tag-marki":[165],"tag-wiedza":[],"class_list":["post-21443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-marka","category-brand","tag-territorial","tag-marki-shuum-en","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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