Accor—Blending creativity with functionality to build innovative hospitality learning experiences
Design of educational materials to make them engaging and accessible to hotel staff across various levels.
Project overview
PROJECT
SPECIFICS
Duration:
6 months
Year:
2022
Lead:
Client referral
Budget range:
$35-40k
SERVICES
ENGAGED
Communications
- Tone-of-voice
Content
- Copywriting
- Strategy
Creative/ strategy
- Analysis
- Art direction
- Auditing
- Concept
- Ideation
- Marketing
- Naming
- Research
- Strategy
Design
- Advertising
- Brand
- Corporate
- Web/ UI
Digital
- Analytics
- Code
- Display
- E-commerce
- EDM
- SEO
- Wireframing
- WordPress
Project management
- Estimating
- Planning
- Implementation
- Web Maintenance
PROJECT
MODULES
Logo and brand guidelines
Website planning and SEO research
Website content writing
Building website visuals and pages
Building eCommerce functionality
Finishing, deployment and testing
OUTPUT AND
DELIVERABLES
-
BrandmarkLogo files output in various colours, variations and file formats.
-
Brand guidelinesPDF document providing staff guidance for logo usage, typography, colour, imagery and collateral uses.
-
Content migrationTransfer of all historical orders, products, newsletter subscribers and articles from the two old websites to the new website.
-
eCommerce websiteContent, design and build in WordPress including WooCommerce, Stripe integration and Mailchimp integration.
The client
ABOUT
Accor, a global leader in hospitality, is known for its expansive portfolio of hotel brands; it stands at the forefront of hospitality innovation and service.
Their commitment to excellence in guest experience and operational efficiency sets them apart in a competitive global market.
Based at Accor’s headquarters in France, the Accor Restaurant Revenue Management (RRM) team plays a vital role in training restaurant staff on how to drive food and beverage revenue, server performance, guest experience and profit.
Challenges
Accor approached us with a unique challenge: to design educational course materials and a promotional video for a new training course for their hotels.
The objective was to present technical and detailed content in a manner that was both engaging and accessible to hotel staff across various levels.
This task was integral to Accor’s mission to enhance operational proficiency and guest experience across their properties. Our role extended beyond mere design; it involved understanding Accor’s culture and translating it into educational content that was not only informative but also compelling and visually striking.
Solution
Our solution began with a thorough understanding of Accor’s brand and operational standards. We identified the essence of what makes Accor a leader in the hospitality industry, extracting key themes and values that would inform our design approach. The educational materials needed to be more than just informative; they had to inspire and engage.
Master brand
We developed a bold visual language that resonated with Accor’s luxurious and professional brand identity. Colours were selected to convey a sense of quality, while engaging textures and high-end food imagery were used to create a rich sensory experience. The design was crafted to not only attract attention but also facilitate learning and retention of information.
Training presentations
For the training presentations, we focused on clarity and accessibility. Complex concepts were broken down into digestible segments, supported by intuitive graphics and real-world examples. This approach ensured that staff at all levels could grasp and apply the concepts effectively.
Sales video
The sales video was a key component of our strategy. We created a narrative that not only highlighted the benefits of the training course but also encapsulated the spirit of Accor’s commitment to excellence. The video combined dynamic visuals with a clear, compelling message, making it an effective tool for engaging potential participants and driving enrolment.
Email campaigns
Email campaigns were another crucial element. We designed these to be visually aligned with the other materials, ensuring a cohesive brand experience. The emails were structured to be informative yet concise, with clear calls to action that encouraged recipients to explore the training course further.
Throughout the project, we maintained a close collaboration with Accor’s team. Their insights and feedback were invaluable in ensuring that the materials we created were not only visually appealing but also aligned with Accor’s operational realities and training objectives.
The culmination of our efforts was a comprehensive suite of educational materials that were visually stunning, academically sound, and in perfect harmony with Accor’s prestigious brand.
Outcome
The newly designed educational materials and promotional video were well-received across the company, leading to significant engagement and participation in the training course.
Our work effectively conveyed Accor’s commitment to excellence in hospitality, contributing to enhanced operational skills and guest experiences across their hotels. This project stands as a testament to lcdc.co’s ability to blend creativity with functionality, delivering solutions that not only meet but exceed client expectations.
