Let’s change hospitality industry by
At 2CHANGE, we believe in the
transformative power of experiences.
We know that every interaction, every touchpoint, and every moment is an opportunity to create something unforgettable.
Our mission is simple: to help hospitality businesses to craft experiences that resonate deeply with their audience, leaving an indelible mark on their hearts and minds.
In a world where success is measured not just by transactions but by connections, we're here to guide you on this exciting journey.
Let’s change hospitality industry by
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brand IDENTITY
STEP 1.
STEP 2.
STEP 3.
STEP 4.
STEP 5.
STEP 6.
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You are ready to create unforgettable experience!
What is next? Let’s move to a customer journey.
BRAND CREATION
BRAND IDENTITY
BRAND CONCEPT THAT IS
EASY TO RECOGNIZE
EASY TO RECOGNIZE
SPACE
PEOPLE
MENU
MARKETING, SALES & CRM
After an initial kick-off meeting with you and your team, we embark on the journey of developing your brand concept, strategy, and platform. This includes defining the DNA of your brand, crafting compelling storytelling, identifying your target audience, and establishing your unique selling proposition (USP).
We believe in the power of first impressions. Our team is dedicated to shaping the look and feel of your concept to ensure it resonates with your customers. We create a visual identity that allows your customers to feel your brand through design, photo direction, and a coherent visual editorial line. This includes naming, visuals, and tone of voice.
Space must be aligned with the core story. By having story, concept, zoning and customer flow, designer will be able
to develop marvelous project.
Space should be ergonomic and beautiful,
and
to develop marvelous project.
Space should be ergonomic and beautiful,
and
Your team should be connected to your brand and story.
We help define your "ideal employee" and provide training to ensure they fully embrace the brand concept, DNA, and philosophy, delivering a world-class experience.
Your team should be hospitable and knowledgable,
and
We help define your "ideal employee" and provide training to ensure they fully embrace the brand concept, DNA, and philosophy, delivering a world-class experience.
Your team should be hospitable and knowledgable,
and
Menu development is a critical part of the restaurant's success. We ensure that your menu aligns with the overall concept and enhances the customer experience.
The menu should be both delicious and cost-effective,
and
The menu should be both delicious and cost-effective,
and
Our holistic marketing strategy consists of three essential components:
- Prospect Customers: We engage potential customers through tailored messages and channels developed during the brand concept stage, focusing on increasing customer lifetime value.
- Referrals and Publicity: We orchestrate and stimulate referrals and publicity to amplify your brand's presence.
- Digital Strategy: We develop a robust digital strategy to promote your brand online, ensuring a strong digital presence.
NEW BRAND:
From Concept to Success
Are you looking to launch your hospitality brand?
Whether it's a restaurant or a hotel, we understand that navigating the competitive landscape of the hospitality industry can be challenging. To thrive, you need a strong, unique concept and a meticulously designed customer journey. Our comprehensive service guides you through every step of the journey:
Whether it's a restaurant or a hotel, we understand that navigating the competitive landscape of the hospitality industry can be challenging. To thrive, you need a strong, unique concept and a meticulously designed customer journey. Our comprehensive service guides you through every step of the journey:
BRAND CREATION
SPACE
PEOPLE
MENU
we know how to do it
we know how to do it
we know how to do it
sales and marketing
I want to open a restaurant or a hotel.
space
STEP 1.
STEP 2.
STEP 3.
STEP 4.
STEP 5.
STEP 6.
+
+
+
+
=
=
You are ready to create unforgettable experience!
I want to open a restaurant or a hotel.
What is next? Let’s move to customer journey.
BRAND CREATION
BRAND IDENTITY
BRAND CONCEPT THAT IS
EASY TO RECOGNIZE
EASY TO RECOGNIZE
SPACE
PEOPLE
MENU
MARKETING, SALES & CRM
After an initial kick-off meeting with you and your team, we embark on the journey of developing your brand concept, strategy, and platform. This includes defining the DNA of your brand, crafting compelling storytelling, identifying your target audience, and establishing your unique selling proposition (USP).
We believe in the power of first impressions. Our team is dedicated to shaping the look and feel of your concept to ensure it resonates with your customers. We create a visual identity that allows your customers to feel your brand through design, photo direction, and a coherent visual editorial line. This includes naming, visuals, and tone of voice.
Space must be aligned with the core story. By having story, concept, zoning and customer flow, designer will be able to develop marvelous project.
Space should be ergonomic and beautiful,
and
Space should be ergonomic and beautiful,
and
Your team should be connected to your brand and story. We help define your "ideal employee" and provide training to ensure they fully embrace the brand concept, DNA, and philosophy, delivering a world-class experience.
Your team should be hospitable and knowledgable,
and
Your team should be hospitable and knowledgable,
and
Menu development is a critical part of the restaurant's success. We ensure that your menu aligns with the overall concept and enhances the customer experience.
The menu should be both delicious and cost-effective,
and
The menu should be both delicious and cost-effective,
and
Our holistic marketing strategy consists of three essential components:
- Prospect Customers: We engage potential customers through tailored messages and channels developed during the brand concept stage, focusing on increasing customer lifetime value.
- Referrals and Publicity: We orchestrate and stimulate referrals and publicity to amplify your brand's presence.
- Digital Strategy: We develop a robust digital strategy to promote your brand online, ensuring a strong digital presence.
NEW BRAND /
From Concept to Success
Are you looking to launch your hospitality brand?
Whether it's a restaurant or a hotel, we understand that navigating the competitive landscape of the hospitality industry can be challenging. To thrive, you need a strong, unique concept and a meticulously designed customer journey. Our comprehensive service guides you through every step of the journey:
Whether it's a restaurant or a hotel, we understand that navigating the competitive landscape of the hospitality industry can be challenging. To thrive, you need a strong, unique concept and a meticulously designed customer journey. Our comprehensive service guides you through every step of the journey:
brand concept
experience
we know how to do it
we know how to do it
we know how to do it
brand IDENTITY
BRAND Concept
PEOPLE
MENU
sales and marketing
brand IDENTITY
BRAND concept
Elevate your Brand's image and Performance
BRAND AUDIT:
a-bra-ca-da-bra..
Have you noticed a shift in your brand's performance? Perhaps this year's results aren't quite matching up to last year's, and you've seen some loyal customers drift towards your competitors. Maybe you've even received feedback that your Instagram images don't quite align with the reality of your brand. If any of these sound familiar, it's time to embark on our journey of discovery.
With the insights gained from our analysis, we don't just leave you with a laundry list of issues. Instead, we guide you towards transformation.
In our collaborative workshop, we openly discuss the drawbacks in your brand's visual and communication strategies. More importantly, we present you with a clear roadmap for the future. It's a scenario where your brand can evolve, reconnect with your audience, and rise to new heights.
In our collaborative workshop, we openly discuss the drawbacks in your brand's visual and communication strategies. More importantly, we present you with a clear roadmap for the future. It's a scenario where your brand can evolve, reconnect with your audience, and rise to new heights.
loyality
it's time to embark on the transformative journey your brand deserves. We understand that your brand's journey has revealed insights that require action. We don't just leave you with a list of identified issues; instead, we guide you toward a tangible transformation. In our collaborative workshop, we openly discuss the discovered drawbacks in your brand's touchpoints and communication strategies. More importantly, we offer you a meticulously crafted roadmap for your brand's future.
We roll up our sleeves and dive deep into your brand's universe.
We meticulously review all the materials you provide – your website, social media presence, brand strategy, marketing plans, and more.
Our expert team conducts a comprehensive analysis, shedding light on the strengths and, more importantly, the weaknesses in both the visual and verbal aspects of your brand communication, both online and offline.
We meticulously review all the materials you provide – your website, social media presence, brand strategy, marketing plans, and more.
Our expert team conducts a comprehensive analysis, shedding light on the strengths and, more importantly, the weaknesses in both the visual and verbal aspects of your brand communication, both online and offline.
We immerse ourselves in your customer journey, leaving no stone unturned. Whether you have a physical venue or a digital brand, we meticulously analyze every touchpoint with your customers. We'll uncover the hidden weaknesses, offering you a comprehensive view of your brand's strengths and areas that require improvement.
good reviews
understanding
results
bad reviews
no loyalty
no results
no guests
Package «Verbal and Visual»
Package «360»
*Package «360» includes package «Verbal and Visual»
We immerse ourselves in your customer journey, leaving no stone unturned. Whether you have a physical venue or a digital brand, we meticulously analyze every touchpoint with your customers. We'll uncover the hidden weaknesses, offering you a comprehensive view of your brand's strengths and areas that require improvement.
it's time to embark on the transformative journey your brand deserves. We understand that your brand's journey has revealed insights that require action. We don't just leave you with a list of identified issues; instead, we guide you toward a tangible transformation. In our collaborative workshop, we openly discuss the discovered drawbacks in your brand's touchpoints and communication strategies. More importantly, we offer you a meticulously crafted roadmap for your brand's future.
results
Elevate your Brand's image and Performance
BRAND AUDIT:
a-bra-ca-da-bra..
Have you noticed a shift in your brand's performance? Perhaps this year's results aren't quite matching up to last year's, and you've seen some loyal customers drift towards your competitors. Maybe you've even received feedback that your Instagram images don't quite align with the reality of your brand. If any of these sound familiar, it's time to embark on our journey of discovery.
With the insights gained from our analysis, we don't just leave you with a laundry list of issues. Instead, we guide you towards transformation. In our collaborative workshop, we openly discuss the drawbacks in your brand's visual and communication strategies. More importantly, we present you with a clear roadmap for the future. It's a scenario where your brand can evolve, reconnect with your audience, and rise to new heights.
loyality
We roll up our sleeves and dive deep into your brand's universe. We meticulously review all the materials you provide – your website, social media presence, brand strategy, marketing plans, and more. Our expert team conducts a comprehensive analysis, shedding light on the strengths and, more importantly, the weaknesses in both the visual and verbal aspects of your brand communication, both online and offline.
Package «Verbal and Visual»
Package «Verbal and Visual»
Package «360»
good reviews
Package «360»
understanding
bad reviews
no loyalty
no results
no customers
*Package «360» includes package «Verbal and Visual»
*Package «360» includes package «Verbal and Visual»
In an era marked by the transformation economy and a generational shift in consumer behavior, understanding your customers' emotions and crafting personalized experiences is key to success. We will help not just to captivate your audience attention but also make them feel deeply connected to your brand. After all, in today's landscape, feelings are the new currency.
Create an Emotional Connection
EXPERIENCE:
Traditional Hospitality
Emotion-driven Hospitality
Your hospitality brand is steeped in tradition, known for its exceptional service and memorable experiences. You've been a trusted name, offering comfort and warmth to your guests. However, you recognize that the world is changing, and so are your guests' expectations.
Your brand is not just keeping pace with change;
it's setting new standards and captivating guests with heartfelt experiences. Deep emotional connections with your guests are the currency of success.
it's setting new standards and captivating guests with heartfelt experiences. Deep emotional connections with your guests are the currency of success.
touch me!
Data analytics: to gain insights into customer preferences, behaviors, and emotional triggers.
Generational alignment: tailor your offerings to resonate with the unique preferences of various age groups, ensuring you remain relevant and appealing.
Using the insights gathered from data analysis, we craft personalized experiences that touch your customers on a personal and emotional level.
Point A
Point B
In an era marked by the transformation economy and a generational shift in consumer behavior, understanding your customers' emotions and crafting personalized experiences is key to success. We will help not just to captivate your audience attention but also make them feel deeply connected to your brand. After all, in today's landscape, feelings are the new currency.
Create an Emotional Connection
EXPERIENCE:
Traditional Hospitality
Emotion-driven Hospitality
Your hospitality brand is steeped in tradition, known for its exceptional service and memorable experiences. You've been a trusted name, offering comfort and warmth to your guests. However, you recognize that the world is changing, and so are your guests' expectations.
Your brand is not just keeping pace with change; it's setting new standards and captivating guests with heartfelt experiences. Deep emotional connections with your guests are the currency of success.
Point A
Point B
ME AND MY PARTNERS
We know how hard it is to open a business. We actually do. Most of our partners have their own business. That is why we decided to collaborate with them so we are able to help entrepreneurs to avoid mistakes and do everything right from the beginning.
ME AND MY PARTNERS
We know how hard it is to open a business. We actually do. Most of our partners have their own business. That is why we decided
to collaborate with them so we are able to help entrepreneurs to avoid mistakes and do everything right from the beginning.
to collaborate with them so we are able to help entrepreneurs to avoid mistakes and do everything right from the beginning.
Pauline Mishina - Founder of 2CHANGE agency
Welcome to 2CHANGE, where creativity meets strategy! I'm Pauline, the visionary founder and principal brand consultant behind this dynamic agency. My journey into the world of branding and hospitality began with a strong foundation in international economics and a deep-seated passion for the art of hospitality, which eventually led me to Les Roches School of Hospitality Management.
My initial foray into the hospitality industry, with esteemed establishments like One and Only and Four Seasons, sparked a profound transformation in my career trajectory, propelling me towards the realm of brand management. Fueled by an insatiable hunger for knowledge, I embarked on an educational journey while simultaneously immersing myself in the world of branding agencies. This invaluable dual experience laid the groundwork for my subsequent roles as a Brand Manager, spanning both the retail and hospitality sectors.
Following five years of dedicated skill development and accumulating expertise, I made the decision to establish my own agency - 2CHANGE. Here at 2CHANGE, we embrace the limitless possibilities of an open mind, allowing us to perceive the grander vision. Our core philosophy marries the finesse of strategic thinking with the artistry of creativity, breathing life into your brand.
Welcome to 2CHANGE, where creativity meets strategy! I'm Pauline, the visionary founder and principal brand consultant behind this dynamic agency. My journey into the world of branding and hospitality began with a strong foundation in international economics and a deep-seated passion for the art of hospitality, which eventually led me to Les Roches School of Hospitality Management.
My initial foray into the hospitality industry, with esteemed establishments like One and Only and Four Seasons, sparked a profound transformation in my career trajectory, propelling me towards the realm of brand management. Fueled by an insatiable hunger for knowledge, I embarked on an educational journey while simultaneously immersing myself in the world of branding agencies. This invaluable dual experience laid the groundwork for my subsequent roles as a Brand Manager, spanning both the retail and hospitality sectors.
Following five years of dedicated skill development and accumulating expertise, I made the decision to establish my own agency - 2CHANGE. Here at 2CHANGE, we embrace the limitless possibilities of an open mind, allowing us to perceive the grander vision. Our core philosophy marries the finesse of strategic thinking with the artistry of creativity, breathing life into your brand.
As a celebrity Chef, a guest judge on MasterChef Malaysia, and Mohammed Al Fayed’s personal chef, I have a unique and extensive skill set spanning all aspects of the hospitality industry with a wealth of experience running kitchens across the world, both in the UK and across the Middle East and Asia. I can develop a menu for your venue that will be both luscious and also cost-effective.
Maurizio Ferraiuolo
Menu Development and Cost Control
Menu Development and Cost Control
Mikhail Remennikov
Digital marketing and promotion
Digital marketing and promotion
My expertise (and first love) is F&B marketing, strategic storytelling, and turning non-performing venues into award-winning & revenue-generating assets. I have more than 12 years of hospitality experience, marketing 10 hotels, and 51 restaurants & bars.
Having 5 years of experience in promoting brands, I do know, how to attract your audience’s attention, and turn ad clicks into grateful customers.
Josie Delfin
PR strategies
PR strategies
By having 12 years of experience of creating identity for brands has a philosophy of clear idea, well-executed typography and structural thinking.
Konstantin Birykov
Identity design
Identity design
Ann Koroleva
CRM
CRM
I am an accomplished marketing professional with 10+ years of expertise in developing and executing all aspects of client marketing, CRM, and the customer experience in big brands such as Chanel, L’Oréal, and Van Cleef & Arpels, I have a deep understanding and passion for luxury and retail market while using analysis of customers purchasing behavior.
Steve Gersowsky -
Operation and Business Activities
Operation and Business Activities
I am an accomplished visionary executive. By having 25 years of experience in Franchised and Proprietary Restaurant Operations, Management of brands, Business Start-Ups, and International Development I can give you a business vision of your operation and financial advice.
Julia Maksimovich
Customer Experience and Staff Training
Customer Experience and Staff Training
I am a founder of Host Theatre in Russia and UAE. I have more than 14 years of experience in marketing in the hospitality industry and am also a TEDx speaker. I am gonna help your business to be more human-oriented. After creating a brand concept we will develop a system for staff training with a philosophical meaning.
MY PORTFOLIO
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