A Lancashire digital agency has completed a major rebrand for the world’s leading serviced apartment company.
Fat Media, based in Lancaster has created the brand for the Habicus Group, a new parent company which incorporates the largest operators in the serviced apartment sector.
Firms under the new group include SilverDoor Apartments, Citybase Apartments, Central London Apartments and new technology suite, Orbital Platforms.
Fat Media was approached at the end of 2016 by SilverDoor, following its acquisition of Citybase earlier in the year. SilverDoor is the biggest operator of serviced apartments in the world, and the acquisition resulted in a major company with a portfolio of four brands each operating within the travel and tourism sector, but with differing positioning in the marketplace.
During a 12 month project Fat Media was tasked with developing a name and identity for a new parent company as well as a rebranding exercise for the existing companies. The project also involved strapline and key message development, together with the creation of brand guidelines encompassing all brands.
Managing Director at the Habicus Group, Marcus Angell commented: “We have been operating as a group of companies since last May and in that time it became apparent that we need a parent company to be able to refer to all of our brands as a whole.
“Habicus Group brings all of our offerings together into one place. We spent a long time making sure we got our brands just right and I’m delighted with the results. I’m confident that we are now in the perfect position to continue our growth and expand further internationally.”
David Adams, Head of Brand Consultancy at Fat Media said: “The project involved working closely with the client’s in-house marketing and design team, as well as its senior management team during both the research and design phases of the project. This was complemented by additional stakeholder and desktop research.
“Crucially, this close collaboration enabled us to develop the required insight and commercial intelligence required to inform the ultimate direction of the group’s branding and messaging. It proved to be a highly rewarding and effective approach for all parties”
