Scope: Research & Insight > positioning, strategy & TOV > brand system, brand guidelines > website.
Sector: Hospitality / Tech.
The hotel industry is worth over $570 billion worldwide, with over 700,000 hotels and resorts and 16.4 million hotel rooms worldwide (Statista). According to the Mews founders, who are ex-hoteliers, the sector was ripe for a shakeup with a technology revolution that puts the human experience first.
There are many traditional property management systems on the market, but Mews is a sector innovator, it wants to redefine the sector – changing the guest experience forever.
Mews is designed to simplify and automate all operations from the booking engine to check-out, from front desk to revenue management.
In 2020, Mews had grown as a business but had outgrown its existing creative style. It needed to elevate its brand to better represent its team and what the company had become.
The challenge was to define and leverage Mew’s positioning within its competitive landscape of incumbents and new market entrants.
The big idea is ‘imagine more’, which brings travellers' pain points to life – who wants to stand in a check-in queue following a long-haul flight?
Structure developed a highly marketable tagline, ‘make it remarkable’, to support the proposition and to reflect the brand's guest experience ambition. It has enough flex to support key messaging throughout the brand's communications touchpoints, e.g., ‘our mission is to make hospitality remarkable’ or ‘operations that make remarkable guest experiences'.
The creative expression is a simplified and elegant canvas for potential customers to ‘imagine more’, helping them embrace a world of opportunities to re-imagine every hospitality experience.
"A brand is something that represents who you are as a company and can express in multiple ways all the different angles of where you're going. Once we’d decided to start the rebrand process, the next step was finding a great design agency. Enter Design by Structure".
Richard Valtr, Founder Mews.
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