Graphic Charter

Brand Guidelines Development Brief
The Landlord

About The Landlord

The Landlord is a high-end hospitality brand rooted in a refined lifestyle and a strong attention to detail. The brand operates at the intersection of hospitality, service excellence, and contemporary living. We are now entering a new phase of expansion through a franchise model, which makes visual consistency and brand clarity critical across all markets.

Each franchise operates locally while carrying the same brand promise. To support this growth, we are looking to develop a complete, structured, and replicable brand guideline that can be deployed consistently across all physical and digital touchpoints.

Objective of the assignment

The objective is to create a comprehensive and operational brand guideline that will serve as a reference document for all current and future franchisees. This guideline must allow each The Landlord entity to express the brand with coherence, elegance, and precision, while preserving the emotional and aesthetic codes that define our brand DNA.

The guideline should be practical, clear, and easy to use, enabling independent teams to apply it correctly without external supervision.

Scope of work

The selected agency will be responsible for designing and delivering a complete brand guideline, covering the following areas:

Visual identity system

Define clear rules for logo usage and placement across all supports, including:

Brand extensions (TLL Franchises, TLL Manager, TLL Loyalty Program, TLL Platinum)

Bedding and linen (pillowcases, sheets, duvets)

Bath towels and spa linen

Staff uniforms (shirts, aprons, jackets)

Stationery (business cards, menus, envelopes, letterheads)

Signage (storefronts, plaques, pictograms, vehicle branding)

Packaging (bags, labels, boxes)

Color palette

Definition of primary and secondary colors

Authorized shades and variations

Color references (Pantone, CMYK, RGB)

Recommended color combinations and contrasts

Typography

Primary and secondary typefaces

Typographic hierarchy (titles, subtitles, body text, captions)

Practical usage examples across print and digital formats

Iconography and illustrations

Definition of a consistent illustration style (minimal, linear, pictogram-based)

Creation of an icon system covering hospitality services (reception, breakfast, spa, amenities, services)

Guidelines for image and illustration treatment (line weight, spacing, visual tone)

Photography direction

Artistic direction (lighting, mood, subjects, composition)

Storytelling approach aligned with a luxury hospitality universe

Visual moodboard

Image treatment recommendations (retouching, filters, grain, saturation)

Examples of visuals adapted for social media, website, and printed materials

Tone of voice and brand language

Definition of the brand tone (warm, refined, intimate, elegant)

Key vocabulary and preferred lexical fields

Do’s and don’ts for brand expression

Message examples for social media, email signatures, and printed materials

Digital applications

Design templates for:

Instagram feed and stories

Facebook publications

LinkedIn posts and banners

Layout grids and composition rules

Logo, typography, and color integration guidelines

Examples of carousels, stories, and short-form videos

Printed materials and physical applications

Complete stationery system (business cards, menus, envelopes, notebooks, labels)

Uniform design guidelines and logo placement

Linen and bedding specifications (materials, embroidery, positioning)

Branded objects and promotional items

Deliverables

A complete brand guideline document (digital format)

Fully structured, clear, and ready for franchise deployment

Visual examples and practical use cases for each section

Expected timeline and proposal

We kindly ask interested agencies to provide:

A detailed proposal outlining their methodology and approach

A production timeline with milestones

A cost estimate for the full scope of work

Relevant references, ideally within hospitality, luxury, or franchise networks