Inntel is the largest and fastest growing meetings management business in the UK. We got to know them and their clients really well so we could deliver a new brand identity to reposition the business and tell the Inntel story.
Inntel is the largest independent business in its sector with so many positive achievements – client loyalty, great employee engagement and amazing bespoke IT systems to underpin their service. However their existing corporate identity failed to communicate their professionalism, service levels or values. As the company continued to grow and apply for larger contracts with complex tender processes the need for a suite of visual assets become very apparent as well. As Inntel headed towards celebrating their 30th anniversary it seemed the perfect time to reassess their brand strategy, corporate identity and their visual assets. It was time for Valiant to really immerse ourselves into their business and come out the other end inspired, more knowledgeable and ready to start on the rebrand process.
We have a creative process that we follow to ensure we are fully equipped to deliver a strategically thought out rebrand. You can read about it in detail here. It’s split into three key areas:
Before we can even begin to start we held multiple workshops to establish everything from real values, ideal clients, business objectives and goals. We interviewed clients to get the real picture of Inntel. From that insight we were able to rewrite Inntel’s values, create a positioning statement and articulate their tone of voice.
Only then do we start on the brand design. We love branding – you’re creating an identity for a business as it moves forward. You can reposition peoples perception of that business through design – it’s very powerful and we’re in control!
After a number of weeks of development we finalised three directions to present to the Inntel team. The decision was quick and the preferred design was tweaked, evolved and finally rolled out. To ensure brand consistency we created a thorough set of guidelines to be used internally and for other external suppliers – after all there is nothing worse than seeing the design you have lovingly created be used in the wrong way!
The chosen design has positioned Inntel as a leader within their sector. The logo and visual assets have provided the business with consistent, professional, vibrant communications. We loved the bold application of the new colour palette across the interiors of their large offices – and one of our very favourite applications has been the timeline to celebrate their 30th anniversary which takes pride of place on the stairwell.
A post-launch internal survey returned very positive results, with a 44% increase in employees rating the logo positively, a 68% increase in the ‘brand effectiveness’ of the new identity and a 56% increase in how well staff thought the new brand raised awareness for the business.
The website has been an incredibly successful asset – with initial KPIs for the end of Year 1 met in the first quarter and continued improvements and engagement.