A new brand strategy and identity has been created for global serviced accommodation booking agent Situ by Bristol-based consultancy Mr B & Friends.
Situ, which was founded in 2006, combines industry-leading technology with a customer experience it describes as first class.
This gives its clients – which range from large corporates and film production companies to construction industry businesses – an “impeccable and effortless service,” it says.
Having decided it needed a brand that reflected its unique positioning – while delivering a visual and verbal identity that stood out in an increasingly homogenised and predictable sector – it staged a competitive pitch that was won by Mr B & Friends.
The agency, which works with a wide spread of local, national and international clients, decided that Exeter-based Situ’s point of difference was clear from the outset – it emphasises the value of the relationship between its team and the client.
This involves every listing being subject to stringent quality checks to make sure it is perfect. This criteria ensures that Situ continually achieves excellent service ratings ensuring that in a world of faceless booking agents and platforms, continues to put people first.
Mr B & Friends worked with Situ CEO Phil Stapleton, head of communications Jo Redman and senior marketing manager Tamara Edgar on its new branding – which took its lead from the company ethos, creating the organising thought ‘Connected by people’.
Situ’s visual identity was transformed, capturing the “energetic, upbeat personalities of the team” behind the business.
Mr B & Friends said this perfectly encapsulated the way Situ empowers its team to deliver unforgettable service, sourcing quality serviced accommodation options and creating unique tech which supports their clients.
According to Mr B & Friends, the new brand features a warm, charming tone of voice adding to the appeal, while the three brand pillars – technology, people and product – are brought to life through three powerful propositions: Search with ease, Service withheart and Stays with soul.
Mr B & Friends associate planning director Liam Smith said: “From the first meeting we felt the warmth and positivity of the Situ team and could see their dedication to making booking effortless for their clients.
“Following category research, we identified this space as the narrative that Situ could own and make distinctive. It was clear that we had to translate this into a powerful brand idea.”
Situ Founder and CEO Phil Stapleton described the new brand strategy and identity as perfect.
“Our ambitions meant that we needed a brand and cultural platform that would unite our company and take us all to the next level,” he said.
“The work that Mr B & Friends have created epitomises what we’re all about as a company, but also importantly enables us the Situ brand to really stand out in the business travel, global mobility, and relocation sectors.”
Situ senior marketing manager Tamara Edgar added: “What I loved about working with the team at Mr B was their ability to really tease out our personality, our ethos, our aspirations and our culture and make that shine through in the new brand which now just feels so us, so Situ.”
Mr B & Friends has now helped Situ implement the brand across internal comms, digital estate and customer-facing communications.
Mr B & Friends’ high-profile work in and around Bristol has included the redesign of Bristol City FC’s crest, the rebranding of Bristol Rugby as Bristol Bears and, most recently, a distinctive identity for Bristol & Weston Hospitals Charity, which was formed in October from the merger of Above & Beyond and Weston Area Charitable Trust.
