Grupo Gião
Grupo Gião
Strategic Brand & Marketing Ecosystem for Hospitality
Mission:
Unify and elevate the design, branding and marketing operations of a multi-concept hospitality group, creating distinct yet connected identities for all venues. From print to digital and coding all executed in house.
Outcome:
- A cohesive brand architecture across 7 venues
- Individual visual identities and tone of voice for each concept
- Consolidated marketing operations and digital strategy
- Rollout of ongoing seasonal campaigns, content systems and design assets
Impact:
- Improved brand consistency and recognition across venues
- Improved ease of production making all future project possible on a shorter timeline
- Lean, scalable internal marketing model without external agency dependency
- Organization of all assets and values for optimal onboarding of future employees
Credits:
Strategy and execution by Vince Miklos.
Maintenance and current responsibilities for Rooftop Eva, Adão, Senses and Terrazzo by Ana Gomes and Maria Inês.
Context / Challenge
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Grupo Gião and the nature of its venues
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The challenge: multiple brands, styles, audiences, with limited resources and no prior structure
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Need for cohesion + independence across sub-brands
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Absence of centralised design, tone or strategy
- Absence of optimization across all websites
Scope of Work
Design
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Visual identities (menus, posters, brand systems)
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Interior/ambience design alignment (where applicable)
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Templates and documentation for consistency
Marketing
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Social media strategy per venue
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Content calendars and campaigns
- SEO and Local Rank
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Paid advertising setup and performance testing
Digital Strategy
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Website restructure (function over form)
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Reservation platform selection and integration
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Performance tracking + analytics setup
Photography & Videography
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In-house content creation for campaigns
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BTS and lifestyle visuals to enrich brand storytelling
Team & Operations
- Daily collaboration with venue managers
- Systematisation of workflows
- Design & marketing guidance for new designers
- Internal server restructure, categorization of years of dumped documents
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Strategic Approach
- Current client data extraction
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Venue positioning (based on venue, client data and ideal future clients)
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Brand guidelines adapted to real-world speed and staff turnover
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Scalable systems to avoid content burnout
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Prioritised photography and storytelling to emotionally connect with audiences
- Engagement strategies with regulars
- Focus on working class locals to eliminate the extreme seasonality
Results
- Coherent branding across the venues of the hospitality group
- Ease of production in current projects
- Eliminated most outsourced workforce, reducing cost of operations
- Liberated workload from venue managers with the optimal integration of reservation systems
- Increase in table reservations during off-season
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Growth in local vs tourist split
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Improved clarity of brand perception
Visuals
- Showcase of some imagery, before and afters, etc….
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Key Takeaways
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How to manage complexity across multiple venues
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How to lead without a large team and/or budget
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What systems helped reduce time and increase quality
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Why honesty in brand tone works better than generic polish
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