Back in July 2005, we met with Marcus Angell, managing director at Hot Digs. Hot Digs was a serviced apartment agent, with six staff, advising and making bookings for local clients. Whilst explaining that they didn’t source rented rooms for metropolitan thesps was a bit of a chore, the Spanish account manager that answered the phone with a breezy ‘Hot Deex!’ was far more troubling.
We made a promise that day to help fuel the growth of the company with a thorough re-branding and some ongoing integrated marketing. Hot Digs wanted to approach much larger corporate clients, with confidence in the firm’s brand identity.
In January 2006, we relaunched the company as SilverDoor. The new name and new brand identity helped completely shift the perception of the business. We went on to assist with some fast growth in the years to follow, working on a range of advertising, direct marketing and web design projects.
In July 2010, the company’s tenth year of business, we devised a 10th birthday advertising campaign for use in the trade press, with photography by Phil Ashley. Using handpicked staff as models, we turned them into 10-year-olds and created a series of ads that threw out all the conventions for their sector. The idea was further extended into direct marketing for the launch of a new website and a cheeky 10th birthday video.
Fast forward to April 2014 (after some eight years of the original identity) and we were challenged with a brand identity evolution brief. The company was now international, it utilised proprietary in-house technology and there were nearly 90 staff. SilverDoor had, in so many ways, ‘grown up’. It was now the world’s leading independent serviced apartment agent, dealing with a portfolio of blue-chip clients.
We took on a review of the entire brand identity that included the lion, fonts, colours, stationery, signage, merchandise and web use. The result, developed over eight months, was true brand identity evolution. The new identity offered greater sophistication, flexibility and depth. A new set of brand guidelines was also created to help SilverDoor’s marketing department with specification and implementation.
Back in 2006, the original SilverDoor branding set a benchmark in the industry, spawning several imitators. We hope the evolved branding will inspire staff and impress clients well into the future. Our long term relationship with SilverDoor is proof that unique branding and marketing can help to genuinely transform an organisation – enhancing reputation, profile and revenue.