A B2B hospitality rebrand
Facing challenges due to branding limitations and evolving market demands, Pool Safe embarked on a comprehensive rebranding journey for its flagship product. We redefined their product’s positioning to emphasize its multifaceted features, highlighting key service-oriented attributes and pivoting towards B2B audiences. The result was Loungenie; a name and vibrant brand design that reflects the product’s versatility and appeals to both resort operators and end users.
Background
Pool Safe Inc. (the company) manufactures and markets PoolSafe (the product), a molded fiberglass console deployed at resorts, waterparks, and on cruise ships as a guest experience and convenience enhancement. PoolSafe contains many useful features, including a secure locking storage area for valuables, a built-in solar-powered USB port to charge devices, drink holders, and a call button for service. While the product is used onsite by guests of the resorts, parks, and ships, the target audience is decision-makers at those properties—general managers, directors of operations or guest experience, food and beverage managers, etc.
Challenge
Sales were not meeting expectations, leading the Pool Safe leadership team to conduct a strategic review and ultimately land on a product rename and rebrand for a variety of reasons:
- While PoolSafe wasn’t a direct competitor, most hotels and resorts had exclusivity arrangements in place for the supply of in-room safes so resort/hotel decision-makers were challenged to consider PoolSafe because of its name
- The name was limiting as the product could be used in situations beyond pool-side and its features were beyond that of safety
- The name also didn’t convey the feature of greatest interest to hotels and resorts—the service call button; while PoolSafe’s other convenience features enhanced guest experience, the call button drives high-margin food and beverage revenue
As a result, our brief was to craft a new name and develop a fresh brand that didn’t employ the word 'safe', conveyed a sense of service, was location agnostic (no references to pool or beach or water), and would become a platform that communicated the product’s array of service and convenience features.
Challenge
Sales were not meeting expectations, leading the Pool Safe leadership team to conduct a strategic review and ultimately land on a product rename and rebrand for a variety of reasons:
- While PoolSafe wasn’t a direct competitor, most hotels and resorts had exclusivity arrangements in place for the supply of in-room safes so resort/hotel decision-makers were challenged to consider PoolSafe because of its name
- The name was limiting as the product could be used in situations beyond pool-side and its features were beyond that of safety
- The name also didn’t convey the feature of greatest interest to hotels and resorts—the service call button; while PoolSafe’s other convenience features enhanced guest experience, the call button drives high-margin food and beverage revenue
As a result, our brief was to craft a new name and develop a fresh brand that didn’t employ the word 'safe', conveyed a sense of service, was location agnostic (no references to pool or beach or water), and would become a platform that communicated the product’s array of service and convenience features.
Solution
We commenced our own strategic review to understand the company business model and product history, then interviewed PoolSafe’s clients. From those foundational learnings, we developed a positioning statement for both the company and product that guided the rebrand as the new name and logo needed to speak to hotel and resort operators while also having relevance to the end user, their guests.
Starting with the product name, we generated dozens of options, whitling a long list to three. We presented those three along with rationales and initial search results for web domain and social handle availability. With client feedback, our process focused on Loungenie, an invented word that delivered on all aspects of the brief as well as being unique, memorable, fun to say, and available. After socializing with PoolSafe’s board of directors, Loungenie was deemed the clear winner.
Step two was development of a tagline that described Loungenie’s features. A brainstorming process resulted in multiple options across three distinct categories. The eventual tagline—Order, Stash, Charge, Chill—was selected because it conveyed product functionality in just four words, had the right priority (led with “order”), and complemented the spirit of the main Loungenie name with a youthful, modern appeal.
With name and tagline established, we moved to brand design, which included three initial concepts presented in black and white to not influence preferences. One concept was selected, and we added colours, opting for a main palette that invoked feelings of warm weather vacations, Loungenie’s ideal setting. Complementary colours were incorporated along with brand fonts and a custom icon. Application was explained in a brand style guide. We then developed a budget-friendly website along with collateral aimed at Loungenie’s B2B audience that included a brochure, sell sheets, ads for trade publications, and trade show exhibit branding.
Results
With a full brand package in place—from a fresh and fitting name to a welcoming brand platform—the company secured new funding to expand sales and manufacturing. They also gained approved supplier status from North America’s leading hospitality procurement services provider, opening a gateway to more than 16,000 hospitality customers.
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