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21/12/2017

A Major Rebranding Project Goes Live

Branding by Fat MediaFat Media is delighted to see a recent consultancy-led branding project incorporating four sister brands and a newly formed parent brand, come to fruition this month with the roll out of the Habicus Group family of brands and websites.

Fat Media was approached at the end of 2016 by SilverDoor, the world’s largest serviced apartment agent following its acquisition of Citybase earlier in the summer. The acquisition resulted in the creation of a portfolio of four brands each operating within the travel and tourism sector, but with differing positioning in the marketplace.

David Adams, Head of Brand Consultancy at Fat Media comments “The client had been operating as a group of companies since last summer and in that time, it had become clear that it needed a parent company by which to reference all their brands.

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”

The 12 month project included developing a name and identity for the new parent company, as well as rebranding the groups four existing brands which include SilverDoor, Citybase, Central London Apartments and Orbital Partnership. The project also involved strapline and key message development, together with the creation of brand guidelines encompassing all five brands.