For-Sight is an experience-driven, hospitality CRM platform that offers powerful CRM marketing and business intelligence tools and professional services such as team training and campaign management to help hospitality companies improve the guest experience and the customer journey. Their current content suite had become overwhelming and lost sight of their value add, and so they commissioned Bray St. to refresh For-Sight’s visual identity to showcase the innovative and game-changing technology that underpins their products and services.
We engaged senior management in a brand workshop with a series of exercises to unpack and rediscover the For-Sight brand, including value and objective setting, vision, personality and product definition. We established that the brand lacked clarity on its differentiating factors, which had a domino effect on their overall content strategy where there was a greater emphasis on quantity over quality. Our strategy based on these learnings was to focus on the latter and create two core assets – a brochure and landing page – and rework the sales approach to better communicate with the target audience with social, event and email marketing to drive the user back to the home page. The core assets were supported with a brand brochure, brand identity, email and landing page designs, pull up banner and email signatures, all launched in July 2019.
The rebrand saw a massive 140% YoY increase in prospective clients, and For-Sight’s target of a 300-hotel client network was achieved 12 months earlier than anticipated.
Bray St. continues to work with For-Sight to strengthen their brand position through lead generation content campaigns, events and exhibitions and the digitisation of their content and resources.
“Working with Bray St. to refresh our brand allowed us to completely re-focus. Defining our message and brand helped us to deliver a clear and consistent message to the market, showcasing our key differentiators and benefits. This led to significant increases in lead generation and exceeding our targets.
The work with Bray St. also allowed us to refresh our product UI, to create a consistent brand identity right through the sale cycle and into client retention. I couldn’t be happier with the results and our ongoing partnership with Bray St.”
Jamie McBride, Head of Marketing