One of the UK’s most successful hospitality businesses, with 30,000+ members and 32 holiday resorts operating in 5 countries, needed to rebrand to reflect a change its business model for a post-pandemic world. The.new brand needed to work across resorts, hotels, group, construction and real estate agency services.
The company had already selected Wyndham brands for their resorts, implementing the Wyndham Grand Residences, Wyndham Residences, Ramada Residences and Ramada brands, but needed a new group brand name and brand identity for its business to business activities. Nucleus was appointed in August 2021.
We applied our proven brand strategy methodology, first getting to understand the current reality, the new business model and a range of corporate goals. We interviewed the leadership team, general managers and key advisers and applied our wide ranging experience in hospitality to identify the group’s distinguishing features. This we summarised in a brand promise that emphasise the added value of space and self-catering in their apartment-based holiday proposition.
We worked closely with the leadership team to agree a new name, shortlisting more than 20 names, before the client selected IDILIQ. However, gaining trade mark protection for this name was not straight-forward and we used our deep experience to circumnavigate a number of hurdles, calling our friends at Stobbs IP to provide expert advice.
The brand design creates a timeless masterbrand for the Group, which can be applied across 4 divisions: IDILIQ Collection, IDILIQ Developments, IDILIQ Estates and IDILIQ Management. The typography is based on letterspaced Baker Signet, supported by Lato for headings and text. The resulting system is elegant and contemporary at the same time, with background patterns suggesting ripples on swimming pools, adding a playful visual element to the brand system.
Implementation of the new brand identy and website have been managed by IDILIQ’s in-house design and development team.
Clare Simons, IDILIQ’s Communications Manager, stated: “Nucleus has supported throughout our quest to create a new brand that captures our ambition and desire to set new standards as a broad-based hospitality business. We’re very excited with its potential and can’t wait to develop it further.”