Haka House Hostels

Brief

YouMakeMe was tasked to set out to forge the most extensive network of hostels in New Zealand — a brand that would resonate with the adventurous ethos of Millennials and Gen Z. The brand needed to weave the cultural tapestry of New Zealand with elements of sustainability and digital innovation, creating a hub that would appeal to the sensibilities of the modern explorer.

Understanding the Pulse

Our journey with Haka House began with an in-depth dissection of the target demographic’s psyche — the Millennials and Gen Z who crave not just a place to stay but a story to tell. We immersed ourselves in their world, deciphering their travel aspirations, cultural affinities, and their yearning for sustainability and authentic experiences. This understanding was the cornerstone of our strategy, enabling us to craft a brand that was an echo of their own values and desires.

The Blueprint of Innovation

Our process began with a blueprint — a Brand Product Profile that served as the foundation of Haka House identity. We meticulously mapped out the essence of the brand, ensuring each hostel would not only accommodate guests but also captivate them with an environment steeped in local culture. This profile was the guiding point for all subsequent development, from interior design to service offerings, ensuring coherence and consistency across all touchpoints.

Raising Standards

As creators of the Haka House Brand Standards, we established extensive and comprehensive guidelines that dictated the brand’s realization. These standards ensured that each design element and guest interaction was imbued with Haka House’s adventurous spirit and sense of community.

From Concept to Reality

The realization of the Haka House brand was a symphony of strategic planning and creative execution. We turned abstract ideas into concrete realities, developing a brand product profile that was both aspirational and practical. Our multidisciplinary team collaborated to ensure that the brand’s identity was palpable in every aspect — from the architectural blueprints to the operational manuals, from the marketing campaigns to the customer service ethos.

Creative Alchemy

Our creative process is akin to alchemy, where insight and imagination blend to create a highly engaging branding. For Haka House, this meant devising a visual language that encapsulated the essence of New Zealand’s rich heritage and the vibrant energy of its contemporary culture. The creation of the Haka typeface was a prime example of this — a distinctive typographic style that would become synonymous with the brand’s voice. It was complemented by a suite of symbols designed for versatile use, from enhancing written communication to adorning physical spaces with an indigenous aesthetic.

Color and Texture

Selecting the brand’s color palette was an exercise in storytelling through hues. We drew inspiration from the elemental beauty of New Zealand — the deep blacks reminiscent of volcanic landscapes and the pure whites capturing the snow-capped peaks. These were not merely colors but a canvas on which the Haka House story would unfold, ensuring the brand stood out with elegance and clarity across every medium.

Spatial Storytelling

Our space program was crafted with an acute awareness of the modern traveler’s needs. We didn’t just allocate areas; we choreographed experiences. Haka House Hostels was designed to tell a story, from the communal lounges that encouraged interaction and cultural exchange to private sanctuaries where guests could retreat and reflect. The crafted space programming was not about creating rooms; it was about setting the stage for memories.

Strategic Brand Building

Our strategic blueprint for Haka House was both aggressive and adaptive, tailored to cut through the digital noise and capture the attention of a global audience. We harnessed the power of social media, deploying a content strategy that utilized the visual-centric platforms of Instagram and TikTok to craft narratives that engaged and inspired.

Digital Integration

In the digital space, our comprehensive SEO and PPC strategies were designed to maximize visibility and engagement. This strategy was complemented by the development of a mobile-first website and a bespoke app, enhancing the guest experience with features such as in-app chat, payment processing, room access, and real-time billing information.

Iterative Excellence

Our work with Haka House was iterative and responsive. As the brand evolved, so did our strategies and designs. We continuously refined the brand product profile, updated standards to stay ahead of industry trends, and adapted the space program to better meet the needs of guests. Our commitment to iterative excellence meant that Haka Hostels was not static but dynamic, growing and adapting in real-time to the ever-changing landscape of travel and hospitality.