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DNA
At the Core of Every Project
DNA stands for Differentiators, Nuances and Attributes. At the start of every project, we bring all the stakeholders around the table and spend time defining the project together through ideation exercises that are tailored expressly for them. Through brainstorming activities such as image inspiration, experience mapping and word association, we bring the group to a consensus regarding their property’s core brand intentions.
Through this, we clearly determine answers to questions such as: Who is the guest? What will define this property? and What will our differentiation in the marketplace be? After spearheading this collaboration, Gettys goes to the drawing board to begin designing. Setting the tone and concept clearly from this focused place frees the team from 11th hour frustrations, misunderstandings, cross purposes and ultimately saves money.
DNA is one of the ways that Gettys successfully manages multi-dimensional relationships and ensures that through the breadth of these relationships, an end result that resonates with all parties is positively received.
Innovation through Collaboration.