Combining strategic depth with creative artistry
At Normal, we help brands define what they stand for (Brand Identity)—and bring it to life through Brand Experience. Our methodology bridges strategy and creativity, guiding hospitality and lifestyle businesses from brand purpose to brand expression.
Together, we will build brands that move people and markets alike.
Brand Identity
What you stand for
Brand identity is the manifestation of your brand’s purpose—what you stand for. We uncover this at the intersection of Brand Purpose, Customer Values, and Market Drivers.
Deliverables include:
Purpose Statement
What you stand for is inevitably linked to your mission and purpose.
Igniting Purpose workshop is the beginning of an ongoing conversation about purpose, meaning, and what you want from your brand.
Mindset & Behavior
Beyond demographics, we define your
Target Customer Mindset & Behavior. We uncover motivations, values, and emotional triggers that drive choice.
This process reveals not just who they are but why they engage — translating insight into storytelling and experience design principles.
Competitor Analysis
Using Normal’s knowledge-base, on-going research in premium lifestyle sector trends, and trends forecast, we will propose the Market Drivers & Customer Cares and Concerns that are directly relevant to your brand.
Positioning Strategy
Our Dimensions of Differentiation methodology identifies where your brand can lead, not follow.
We plot your brand against competitors along four custom dimensions — typically blending rational vs. emotional and universal vs. distinctive attributes — to clarify your strategic white space and inform your Positioning Strategy.
Positioning
Through our proprietary Dimensions of Differentiation methodology, we identify how your brand can “change the game” in its market. We create a strategy that clarifies your unique place among competitors and articulates what sets you apart—rationally and emotionally.
Deliverables include:
Dimensions of Differentiation
Positioning Map
The Big Idea
The essence of the brand
The Big Idea distills your brand’s essence into a single unifying narrative—a statement simple enough to inspire yet deep enough to endure. It connects strategy to creativity, ensuring that every element of concept and storytelling expresses the same core purpose.
Deliverables include:
Brand Proposition (main slogan)
Brand Proposition Narrative
Tone & Manner Guidelines
Experience Principles
Foundation for brand experience
Experience Principles are the bridge between strategy and operations. They define the emotions, interactions, and perceptions a brand aims to deliver every single time.
These principles ensure that design, programming, and service culture consistently express the brand’s purpose.
Deliverables include:
Guest Journey Mapping
Practical Guidelines for Design Consultants & Operators
Brand Experience
What goes where and what happens there
Increasingly, modern travellers expect more from premium lifestyle products; they seek immersive experiences to engage with brands.
Once Brand Identity is defined, we then translate that identity into Brand Experience, a blueprint for design consultants and operations.
Using Normal’s proprietary framework of Seven-stages of Guest Journey, we propose a CX (Customer Experience) framework that creates a differentiated and unique brand experience.
Seven-Stages of Guest Journey
Each guest experience unfolds as an immersive journey, seamlessly transitioning from Arrival to Welcome, and onward to spaces for entertainment and Wellbeing.
Moments That Matter
Guests don’t remember every experience equally
Seven-stages of Guest Journey doesn’t stop at just creative ideas and concepts. We define tangible examples (i.e. physical space, artifacts, and rituals) of how the brand can immerse the guests at these points of guest experience.
“Moments That Matter” refer to the emotionally charged or decision-defining touch points that disproportionately shape a customer’s perception of a brand.
Normal . advises priority stages and recommends the most critical touch points as Signature Spaces and Elements. We would define tangible examples (i.e. physical space) of how the brand can immerse the guests at these points of guest experience.
Deliverables include:
Signature Spaces
Signature Space is proprietary Normal . methodology in which a deliberately designed space is located within Seven-Stages of Journey to deliver and accentuate Experience Principles.
Signature Elements
Signature Element further accentuates Signature Space. They are additional layers of designed elements that boost Experience Principles. They include architectural features, interior detailing, artifacts, rituals, sound, fragrances, uniforms, services, etc.
Work with Normal .
We help brands uncover what makes them different — and express it with clarity, craft, and conviction.
Our clients choose Normal because we combine strategic depth with creative artistry. You work directly with the founder and senior experts — every time. No layers. No dilution.
Whether you’re defining a new brand, repositioning an existing one, or shaping a place that tells a story, we help translate purpose into experience — turning insight into impact.
Normal . 