Description
I took on the role of brand director as part of my E2E design strategy and the complete UX/ CX vision.
With SiteMinder’s global growth and scale, we decided to rethink and reshape our brand strategy and identity. This initiative is part of a complete end-to-end user experience and brand advocacy program. We were no longer just a ‘channel manager’ but a complete cloud-based hotel management ecosystem with various products, integrations and services.
Our website and other marketing channels require solid brand identity guidelines, systems and processes to allow us to scale and communicate internationally.
Process
The first step was to understand what we were trying to achieve. Can we use our current identity? Does our ‘north star’ fit with our brand strategy? Are we the same company with the same mission, ambition and purpose?
We hired an external brand strategy specialist after some initial research and project planning. Over a short period, the specialist helped us define ‘who we are’, our purpose, value, and ambition. This was a crucial step toward setting up not only our market brand but also our business strategy.
Our studio team created a new brand identity with a new strategy pack, including a logo, brand guidelines, asset kit, tone of voice and production processes.
Process steps
- Internal audit and market research
- Stakeholder interviews (founders and C-level)
- Brand strategy development
- Brand identity development
- Internal brand development
- Delivery program and processes
- Brand champions
- Product and services rollout
*Note: As of 2020 SiteMinder's brand has gone a major uplift. The examples here are from our brand period 2016-2000
The example here were created by our talented graphic designers.
