Scope: Brand strategy. Brand proposition. Visual identity. Tone of voice
Apex Hotels
Meeting the challenge
Apex Hotels celebrated its 25th anniversary year in 2021. With the impact of the pandemic demonstrably felt across the hospitality sector, not least in the profile of leisure vs business traffic, Apex Hotels asked for support in repositioning its brand.
Savouring every moment
The answer lay within its rich DNA. A business built by a caring family, still independent, born in Scotland.
We wanted to create a new tone of voice that would surface these core attributes – warmth, friendliness, unpretentiousness.
The proposition “Find Yourself Here” was borne from this – a powerful and credible call to action encouraging guests to come to one of the 10 unique locations, but also to savour every moment of the experience from the rooms, to the bars and restaurants, and the spas.
But a hotel experience is made by the people that work there and Apex is an employer that recruits for attitude and trains for skill. And so “Be Yourself Here” was created for staff.
Key deliverables included brand strategy, brand positioning, brand proposition, brand values, tone of voice development and a new visual identity, all delivered hand-in-hand with the internal Marketing team at Apex.
Improving all the touchpoints
The brand will be extended in 2021 to include new brand architecture and an improved website user experience to appeal to all who share a common need for comfort and quality service away from home.