Vistarooms approached Codesign for a rebranding project at the beginning of 2021. Vistarooms as a business had developed organically and needed a cohesive communication strategy. The founders understood the importance of a robust branding strategy and wanted Codesign to build it for them.
During the research phase, it became necessary to understand the correct zone for the brand in the Indian market to reach the 'travel state of mind' of the new premium consumer. Data show that travel is the sector that bounces back the fastest after a pandemic-like crisis. So the rebranding was a strategic move as far as timing is concerned. As part of a renaming exercise, Vistarooms became StayVista, and the brand's narrative moved away from just properties to experiences.
Based on customer insights on the 'new-premium consumer' segment and positioning for StayVista, a flexible brand identity system with the ability to handle various forms of content was created. In addition to the digital touchpoints, the brand identity also spanned on-property touchpoints. Furthermore, the identity system varies the brand presence on collaterals to modulate between 'spirit' and 'sophistication'.
The student worked on articulating the brand idea and understanding the target audience's needs, which was instrumental in establishing an effective communications plan for StayVista to stay the course of its business growth.
Branding, Communication Strategy, Hospitality, Identity Design, Systems design
