In response to the client’s vision and the essence of the property, we proposed the name “Westend on Murray.” This name not only reflects the physical location of the property but also carries a sense of sophistication and prominence. “Westend” suggests a premium location, while “on Murray” adds a touch of elegance, creating a harmonious blend that aligns with the high-end, accessible ethos of the brand.

To encapsulate the versatility and potential within the Westend on Murray spaces, we crafted the positioning statement “A Symphony of Possibilities.” This phrase emphasizes the harmonious integration of diverse businesses and organizations within the property, symbolizing the dynamic and collaborative environment that the redevelopment offers. The word “symphony” conveys a sense of orchestrated excellence, showcasing the integration of different elements coming together in perfect harmony.

Our first step was to encapsulate the brand’s core values and expertise in a name that would resonate with both the team at Decimal and their clientele. After careful consideration, we settled on the name ‘Decimal,’ a word that not only reflects precision and accuracy but also alludes to the nuanced world of numbers—a perfect fit for a brand deeply ingrained in financial services. Understanding that Decimal was not just another accounting firm but a pivotal partner in the success of hospitality businesses, we crafted the brand positioning statement: “We are Hospitality Summed Up.” This succinct yet powerful statement captures the comprehensive nature of Decimal’s services and their unique ability to blend financial acumen with an intrinsic understanding of the dynamic hospitality industry.

Our creative concept revolved around the idea of a dance—symbolizing the delicate balance between the art and science of running a thriving hospitality business. The logo, with its sleek and modern design, embodies the precision associated with the name ‘Decimal.’ The color palette was carefully chosen to evoke a sense of fun, trust, and vibrancy, aligning with Decimal’s commitment to excellence.