Giant Property approached Kaizen Brand Evolution to brand their Serviced Apartments business. Offering some of the best locations across Northern Ireland and Belfast Giant Serviced Apartments where established online running under the Giant Property brand identity. As the business evolved and reach increased they felt it needed its own brand presence and came into the studio to outline their ambitions for the company.
The first goal of Giant Serviced Apartments was to be instantly recognisable as a standalone serviced apartments brand, standing apart from their competitors and raising confidence in clients who book through the likes of Air bnb and Booking.com so that Giant Serviced Apartments website gives them the confidence that they will receive the same level of service booking directly rather than through a third party.
We created the narrative ‘stay happy’ for Giant Serviced Apartments positioning them as business that provides a positive, friendly, happy service when staying at any of their apartments across Northern Ireland. This narrative was the foundation that we utilised in creating the unique brand identity and logo device. The logo is a bold, contemporary yet soft typeface with the addition of a ‘Giant Smile’ on the loop of the G. The Smile justifies the positive reviews currently featured on trip advisor and Giant Serviced apartments social media channels. This seamless transition of type into simplistic iconography showcases the strength of the brand mark. As part of the marketing collateral and brand rollout we have adapted the smile icon to house messaging, frame imagery and business stationery. Simplistic and versatile branding is always a goal when creating an identity system for a business and we have achieved this through Giant Serviced Apartments new brand positioning. As well as the dynamic logo created for Giant Serviced Apartments we introduced a fresh, engaging colour palette removing the brand from the current industry landscape of Serviced Apartments in Northern Ireland – subdued in corporate tones.
Photography plays a large role in the branding for Giant Serviced Apartments. We collated an image bank of modern, seasonal and fun photographs, which set the scene for tourists and customers wishing to travel to Northern Ireland. The image bank is in keeping with the tourism in Northern Ireland as well as the buzz of our cities and town’s nightlife and hospitality offerings. To coincide with the dynamic imagery for Giant Serviced Apartments we brought together the brand pillars of the business and adapted the ‘Stay’ message to work with them. At Giant Serviced Apartments their goal is for each and every customer to stay happy, comfy and curious. These three pillars immediately connect with the target market and aim to sum up their reasoning for choosing a location like Northern Ireland to travel to and stay with Giant Serviced Apartments. Strategically we are able to introduce this language set into all brand marketing materials, ads, brochures and online collateral – without the hard sell. The language was introduced to connect and engage with travelling clients on their level without screaming from the rooftops about offers or seasonal pricing we have focussed on the offering with an emotional language connection.
From signage to water labelling the new brand purpose flexes its muscles across all collateral in a very visual and engaging way. The language provides the tone of voice that you would connect with when travelling on business or leisure – signing off with the line ‘leave with a Giant smile’ when you are checking out solidifies the brand strategy and showcases its strength and marriage of logo, language and longevity.
It was a pleasure to work on the Branding for Giant Serviced and as it is currently rolling out of the studio keep an eye out for the Giant smile across Northern Ireland.