Pendry Music Venue Brand Naming

Pendry Music Venue Brand Naming December 22, 2020

TABLE OF CONTENTS

BRAND PERSONALITY BRAND CONCEPT

7

NAMING OPTIONS

9

3

About This Book

Call Me By My Name.

The more deeply we understand who we are, the easier it is to craft an authentic identity.

Names are the basis for any identity. As people, we rely on our names for both legal and personal purposes. Naming is an important effort, personalizing a brand or product into a single word. With the help of the tagline, your name provides your audience with a sense of your brand identity from the moment they encounter your brand. As the first point of contact, a great name can pique interest, while a bad one can turn people away. Smart, distinctive names and taglines are essential assets in communications efforts.

Brand Naming Basics ● Your name exists in context of your brand, it need not stand alone. ● Naming involves a fusion of art and science. Feeling and facts intertwined. ● The name should be memorable, lyrical sounding and visually attractive. ● It should be relevant to your brand archetype,. ● The name should be unencumbered, clear for trademark, search and URL.

“If music be the food of love, play on.”

-

William Shakespeare

Brand Personality: Brand Archetype

The Brand Archetype Archetypes are symbols, stories, themes, or characters that recur in literature, folklore, dreams, and rituals so frequently it suggests they embody some essential element of ‘universal’ human experience.

Archetypes are valuable in crafting powerful brands. They help ensure the brand is ”felt” without explanation. This provides a path for simple, bold communication.

The foundational “why” of a brand, the archetype informs the personality and provides a solid base for authentic messaging.

Choosing an archetype allows us to start from common knowledge and create an authentic brand that resonates across audiences.

Your Brand Archetype: The Provocateur

Brand Personality: Brand Archetype

The Provocateur An admirable attractor, the Provocateur uses charisma and charm to evoke powerful emotions.

With natural abilities to communicate instantly with anyone, he smoothly navigates social systems to find opportunities for making connections. He’s adept at exciting people with nuance and wit, and is motivated to create memorable experiences that wake people from the mundane.

He is an epicurean who enjoys fine craftsmanship, sophisticated flavors and intellectual pursuit. Deeply appreciating beauty and artistic expression, he reminds us to let go of preconceived notions and explore new ways of seeing.

Traits: Activation. Awakening. Appetite.

Appreciation. Sensuality. Expansiveness. Openness.

Brand Concept

“All The Feels” Play to Your Senses The lively companion to the Britely Social Club, our music venue is an opportunity for experiences that elevate your awareness.

An eclectic elegance circulates within our atmosphere of sights, sounds, tastes, and sensations.

Flavors swirl amidst seductive sounds.

Your desires are rewarded by exceptional service.

Inspired design delights you with luxurious details.

Impeccable acoustics resonate with harmony.

The brightest stars convene within these exquisite walls, turning mythical moments into legendary nights. A beckoning new light on the Sunset Strip, here you come alive and celebrate living— while shaping unforgettable memories.

NAMING OPTIONS

Naming: All the Feels

The Orb 9

Naming: All the Feels

The Orb The celestial counterpart to The Britely, The Orb pulls you into an eclectic, multisensory atmosphere. With acoustics that are out of this world and service at the speed of light, The Orb expands your sphere of inuence to include the brightest stars in the performing arts and beyond.

At The Orb, the sky’s the limit.

Naming: All the Feels

The Orb TRADEMARK ENCUMBRANCE

GOOGLE ENCUMBRANCE

AVAILABLE URLs

Orb Headphones (dead) Orb Cables (dead)

https://www.theorb.com/

theorbla.com Theorbroom.com theorblounge.com orblounge.com ($1895)

Naming: All the Feels

Vesper 12

Naming: All the Feels

Vesper Sunset As evening turns into night, the call to experience stunning music, culture, food and drink beckons the curious and stirs the creative spirit. An evening star seen at Sunset, Vesper is an acoustically impeccable, service-oriented experience for creative souls and seekers.

At the end of the day, Vesper is the place to be seen on Sunset.

Naming: All the Feels

Vesper TRADEMARK ENCUMBRANCE

GOOGLE ENCUMBRANCE

AVAILABLE URLs

VESPER INTERNATIONAL LTD. private limited company UNITED KINGDOM 3rd Floor 207 Regent Street LONDON UNITED KINGDOM W1B3HH

www.Vesperdenver.com https://vesperschoolofmusic.com/

Vesper.la vespersunset.com Vesperla.com vesperroom.com

Raffles Investments (Proprietary) Limited proprietary limited company (p/l or pty. ltd.)

NAMIBIA 9 Bevil Rudd Street Windhoek NAMIBIA

Naming: All the Feels

Aura 15

Naming: All the Feels

Aura Authentically west coast and steeped in the creative spirit, Aura is where you imbibe the senses. A comforting warm atmosphere with a inviting glow, Aura captivates you with an an inclusive essence and a plethora of sounds, sights, tastes and delights.

Your presence is requested at Aura Sunset.

Naming: All the Feels

AuraSunset TRADEMARK ENCUMBRANCE

GOOGLE ENCUMBRANCE

AVAILABLE URLs

Les Studios Moment Factory Inc. Corporation Canada 6250 Avenue Du Parc Montréal, Quebec Canada H2v4h8 (Live)

https://www.ritzcarlton.com/en/hotels/china/ shanghai-pudong/dining/aura https://www.auraloungebar.com/ https://www.auramusic.com/ http://www.aura1sj.com/

AuraSunset.com

Aura Music Group, Llc Dba Aura Music Events Limited Liability Company Florida 1759 Avenida Del Sol Boca Raton Florida 33432 (Dead)

Naming: All the Feels

Velveteen 18

Naming: All the Feels

Velveteen Plush sounds are just the beginning of an exquisite evening at Velveteen. Alluring, with just the right touch of taste and luxury, Velveteen excites the senses and soothes the soul.

With sophisticated musical and exceptional culinary programming, we’ve crafted the next layer of sophistication.

Tastemakers and trendsetters unite at Velveteen.

Naming: All the Feels

Velveteen TRADEMARK ENCUMBRANCE

GOOGLE ENCUMBRANCE

AVAILABLE URLs

None

https://velveteenloungekitsch-en.com/ https://thevelveteenspeakeasy.com/

Velveteen.Live velveteenla.com thevelveteenlounge.com

Naming: All the Feels

The Vest 21

Naming: All the Feels

The Vest Close to the heart, The Vest is more than a tasteful musical experience. Cloaked in the bliss of live entertainment and delectable dishes, stylish service and sophisticated sounds surround.

Featuring a tailored tribe of musical guests, The Vest brings together a curated community of performing artists and the audiences who adore them.

The Vest. Wear the night.

Naming: All the Feels

The Vest TRADEMARK ENCUMBRANCE

GOOGLE ENCUMBRANCE

AVAILABLE URLs

None

https://www.vestmusicgroup.com/

thevestloungela.com Thevestonsunset.com Thevest.la thevest.live

Naming: All the Feels

Sugar 24

Naming: All the Feels

Sugar Sweet sounds make Sugar a musical and culinary treat. A sensory experience like no other, Sugar delivers an intoxicating blend of music, culture, food and drink.

The groove is good, the sights are sensational and the service is impeccable.

Sugar. It’s crave-worthy.

Naming: All the Feels

Sugar TRADEMARK ENCUMBRANCE

GOOGLE ENCUMBRANCE

AVAILABLE URLs

Sugarmusic Lusitana - Servicos, Lda. CORPORATION PORTUGAL Rua dos Murcas, 88 - 3 Funchal, Madeira PORTUGAL

https://sugar-lounge.squarespace.com/ https://sugarsunset.com/ https://www.sugarroomconcepts.com/

Thesugarlounge.com Thesugarroom.com ($1995) sugarloungela.com

Naming: All the Feels

The Orb Vesper Sunset Aura Sunset Velveteen Lounge The Vest Sugar 27

THANK YOU Flux Branding 1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 www.FluxBranding.com

Jamie Schwartzman

Chief Creative Strategist

Julie Greene Brand Strategy

Alex Harman

SVP Creative Director