BESIX STAY is a joint venture between A-STAR Group and BESIX Group, formed in march 2018 to revolutionize the city stay experience. The company wanted to create a new STAY formula worldwide, with all the modern and high tech needs for the next generation.
Here’s how we developed a new narrative, branding and pre opening strategy that was needed to align the brand with its future audience and what they value most.
When A-STAY reached out to us, they only gave us a name and basic intention. Together, it was our mission to create a pre-opening strategy that would get A-STAY directly into the heads of the target audience: investors, possible employees and of course: future customers.
However, before even beginning to think about possible solutions, we believed that we had to work closely with A-STAY to get to know every inch of their vision. Because before introducing a brand to the market, you need to have the right tools.
Few markets are more competitive than the hospitality market. So, how do you stand out from the crowd and set yourself apart from other strong competitors? A-STAY really wanted to make an impact. So this challenged us to flourish and come up with a unique story while simultaneously finding investors, possible employees, and even future customers.
When it came to building the narrative, we wanted to create something that was one of a kind, as well as essential in the hospitality world today. Our focus was on personalization, innovation, and sustainability. We needed to build a brand strategy that didn’t just look good on paper, but also delivered on their business objectives before A-STAY even opened its doors.
Et voila, “Unfold the city” was born. A baseline that created a new, blank canvas for an interesting story, as well as branding. We enriched the brand name and story with a logo, set of icons, a set of colors and a rich image library. We also introduced an exciting set of brand elements in the form of business cards, stationery, merchandising and a brochure. Based on the baseline, branding, and story we created the right mood and atmosphere to build an outstanding mini-website, that focused on innovation in order to attract the right investors.
We also delivered a pitch for the interior design, to ensure that the brand identity would align with the actual physical brand. Because interior trends are always evolving – and personalization by the traveler is key – we designed easy ideas to update any space on a whim.
We didn’t just stop at branding and design either. To make sure we would attract the right investors, we were responsible for the concept, creation, and production of the exhibition booth at MIPIM. The world’s leading property market. We created adjustable panels in the same A-STAY visual universe.
Thanks to a plug and play system, the panels were designed for optimal usage. They were able to switch content and even re-use the panels afterward. Ensuring A-STAY delivered the right information to the right people.
But the final part of the puzzle was establishing the right strategy, in order to really make a difference. Our work with A-STAY placed a strong emphasis on building the story and visual brand. But at the heart of our ideas, we provided something vital: a plan to attract and connect to the right community. This project is still being implemented as we speak.