1 August, 2008 – Hemisphere stays cool with brand redeisgn
Manchester based creative marketing agency Hemisphere has created a new brand identity for Staying Cool, the independent serviced apartment specialists that offer a 'hip' alternative to boutique hotels.
The agency, which works extensively in destination branding, won the business earlier this year following a three-way pitch against Thomson and Thoughtful. Hemisphere’s work for Staying Cool has encompassed the development of a fresh brand identity that spans the creation of a new logo, website, stationery and promotional collateral encompassing everything from key fobs to toiletry bottles.
Staying Cool offers boutique serviced apartments where the focus is on highly individual design and facilities that meet the needs of the more independently-minded traveller. The company are credited with effectively defining the genre in Manchester, where they were emphatic winners in the ‘Best Serviced Apartment’ category at the 2008 Tourism Awards. They have also opened in Birmingham, where they have taken over a whole floor of the new Urban Splash refurb of the iconic Rotunda and future plans for brand extension include a bigger urban roll-out as well as Staying Cool in the Country and Staying Cool by the Sea.
Senior Designer at Hemisphere and architect of the new brand, Faye Kenilworth, explains, “The inspiration for the new brand came from the unique individual styling of each of Staying Cool’s apartments. Each apartment has its own personality so we tried to convey that with a series of individual watermarked patterns inspired by some of the decorations and furnishings, many of which had been specifically commissioned. These patterns work across all applications of the brand – as watermarks on stationery, as changeable backgrounds on the website or on the labels of toiletry bottles for example. The colour palette is made up of muted slate grey and stone colours with accents of bright, vibrant shades, again reflecting the interior style of the rooms.”
With most guests both browsing and booking online, a key element of the Staying Cool rebrand has been a complete overhaul of the company’s website, reflecting its new visual identity but also vastly improving its functionality to meet the needs of the ever-more sophisticated traveller. The look and feel of the site was deliberately magaziney in style – aiming to chime with the sensibilities of the Wallpaper/Conde Nast Traveller/Elle Decoration reader that are Staying Cool’s target market.
Staying Cool’s director and co-founder, Paul Taylor, comments, “From the outset Hemisphere impressed us with their understanding of Staying Cool’s brand aspirations and their practical approach to a complex web brief. They provided a strong creative lead combined with a flexible and responsive approach throughout the project and we are delighted with both the new brand look and the website.”
Hemisphere, which is celebrating its 20th birthday this year, has carved out a particular specialism in place branding, tourism and cultural projects, including work for Marketing Manchester, Imperial War Museum North and The Lowry and destination brands for Bolton, Salford and Sunderland.