Case Study
Booking Factory: Brand strategy, tone of voice
Booking Factory New Identity
The rebranding of Booking Factory simplified its image and messaging, ultimately leading to its acquisition by a competitor, GODO.
Svetlana Graudt
June 2024
June 2024
In 2021, I worked with Metall Design Studio to create a new brand identity for Booking Factory, a B2B software company previously owned by Origo Iceland.
The company aimed to boost its presence in the crowded Property Management System market. The problem was that the brand got lost in bland technical jargon. However, property owners were seeking simplicity in dealing with guests rather than complex technology.
Our goal was to demonstrate that Booking Factory allows users to reduce their computer time and focus more on their guests, helping hospitality professionals return to the essence of their business.
This approach would assist Booking Factory in expanding its customer base with more properties.
The company aimed to boost its presence in the crowded Property Management System market. The problem was that the brand got lost in bland technical jargon. However, property owners were seeking simplicity in dealing with guests rather than complex technology.
Our goal was to demonstrate that Booking Factory allows users to reduce their computer time and focus more on their guests, helping hospitality professionals return to the essence of their business.
This approach would assist Booking Factory in expanding its customer base with more properties.
The Result
A refreshed brand that reflected the new strategy in look, feel, and messaging.
Through research, including stakeholder interviews, I identified customer pain points and created a new brand strategy that focused on simplifying property management for owners while keeping hotels busy.
The result was a refreshed brand that reflected the new strategy in look, feel, and messaging.
The new direction has clearly paid off, as Booking Factory was acquired by a rival company, GODO, another Icelandic B2B travel software developer.
The result was a refreshed brand that reflected the new strategy in look, feel, and messaging.
The new direction has clearly paid off, as Booking Factory was acquired by a rival company, GODO, another Icelandic B2B travel software developer.
