Exciting Scotland-based enterprise For-Sight – which offers a hospitality-focused CRM system to improve experience, drive revenue and bolster bookings through first-party data – required a brand partner in Bray St. to evolve its creative strategy. From a complete rebrand to messaging hierarchy and a new website, the agency was perfectly positioned to step up to the plate.
Based in Edinburgh, but with eyes on global expansion, specifically North America, For-Sight is passionate about delivering the best in technological innovation for the hospitality industry. Its forward-thinking vision is to embed data as a business-critical asset for the sector with a simple and secure CRM platform featuring powerful capabilities of data visualisation, governance and consolidation – a true innovator in the industry.
Requiring a complete rebrand to compete on a global stage, For-Sight turned to Bray St. as its trusted agency partner of nearly five years to create a new artistic direction reflective of its powerful technology, innovative capabilities and transformative potential.
With a reinvented visual identity to ready the company for an evolving market, and a look and feel to align with its cutting-edge products, we curated everything from a suite of fonts to a colour palette for the Scottish brand. Smart, minimalist fonts and subdued, monochromatic colours communicate a modern sector, while pops of bolder, primary colour add warmth and nod to the human element of the hospitality business.
Supporting is a family of striking iconography – all suited to the tech space ¬¬– helping to visualise complicated technology and its capabilities, together with sympathetic illustrations of the team to add a human ‘face’ to the company.
Bringing the rebrand and its assets to life is a fresh website on which content is arranged according to a new framework devised by the agency. Prioritising messaging and assets, the hierarchy simplifies the services of the brands, while debunking complicated information. It feels slick, modern and seamless – just like the CRM system offered by For-Sight.
Wrapping everything together is a messaging hierarchy for the brand, ranging from a brand promise and a value proposition, helping to define For-Sight and enable its strategic communications.
Jamie McBride, Head of Marketing at For-Sight says. “Daniel and his team responded to our brief with all the agility and creativity we’ve come to expect of Bray St. They dug deep into our business to deliver a rebrand that responds to our growth and direction of travel. The messaging hierarchy will help comms for years to come while the website is a shop window that finally highlights our services clearly and positions us as leaders in the market.”
Adds Daniel Dagher, founder and client director at Bray St.: “Having partnered with For-Sight for more than four years, the agency was uniquely positioned to respond to a brief that would have been challenging for a new team trying to get under the skin of the brand at the same time. Thankfully, we were able to hit the ground running, and have created a rebrand packed with assets that empowers this truly innovative company to evolve and grow, together with a website that is a true reflection of the business.”