B2B

Inntel

Full rebrand and marketing overhaul to reposition an established business

Overview

Inntel is the largest and fastest growing meetings management business in the UK. We went the extra mile to get to know them and their clients so we could deliver a new brand identity that would reposition the business and depict the Inntel story. The results have been fantastic: a 68% ‘brand effectiveness’ increase, a 44% increase in internal engagement and the website smashed its Year 1 KPIs in the first quarter.

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 portfolio.

Key objectives

  • Reposition the business to reflect its true market position as an independent, innovative powerhouse
  • Communicate the story – both past and future – of Inntel visually
  • Increase internal engagement
  • Unify and transform all marketing material and touch-points, on- and offline

Actions

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.

Before we could 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 did we start on the brand design. We love branding – you’re creating an identity for a business as it moves forward. You can reposition people’s perceptions of that business through design – it’s a very powerful tool and we love the process.

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!

Results

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.

"As Director of Business Development, I have seen the impact that our new brand style has had. All of our new marketing materials are vibrant and strong, which is much more representative of our staff and company as a whole. I have also noticed that many of our clients have reacted in a positive way to the new look, especially where it has been applied to our online portal.”

Jane Dibble - Business Development Director, Inntel

Deliverables

  • Discover
  • Research
  • Competitor analysis
  • Brand strategy
  • Brand positioning
  • Web strategy
  • Values
  • Key messaging
  • Employee engagement strategy
  • Design
  • Naming
  • Tone of voice
  • Brand development
  • Website design
  • Marketing communications
  • Launch materials
  • Packaging
  • Prototypes
  • Develop
  • Brand guidelines
  • Brand application
  • Website
  • Deliver
  • Brand guidelines
  • Brand application
  • Website
  • E-marketing
  • Sales proposals
  • Marketing communications
  • Industry report
  • Employee engagement
  • Social media

The proof

Increase in tender opportunity conversion by 0%

Number of leads generated through campaign: 0

We're award winning

We've won these...and more

Project

Award

Twisted Nose / Rebrand + Bottle

2020 San Francisco World Spirits: Double Gold Medal

Twisted Nose / Rebrand + Bottle

2020 World Gin Awards: World’s Best Gin Bottle Design

Tinmasters  / Website

Awwwwards: 2x Honorable Mentions

Tinmasters / Branding

International B2B Marketing Awards: Brand Initiative

Inntel / Branding

Marcom Awards: Gold Award

The Engine Room / Brand + Website

SiteInspire: Site of the Day