PLACEMAKR: Modernizing a hospitality startup through a compelling visual brand refresh and updated user-friendly website experiences.
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When I first arrived at Placemakr, a hospitality startup with a vision to reshape how people experience travel, I was eager to dig in. As I familiarized myself with the company’s existing website and branding, it didn’t take long to realize something was off. The brand had a corporate, B2B feel, which was in stark contrast to the company's main goal—appealing to B2C clients. It was clear that in order to compete in the highly competitive hospitality space, the brand needed to evolve. The challenge was clear: create a more engaging and relatable identity that would connect with the right audience and carve out a distinct position in the market.
I wasted no time diving into the rebrand. Working closely with the marketing team, we started from the ground up to create a new tone of voice—one that was inviting, approachable, and aligned with the personality of Placemakr’s target audience. We refreshed the brand’s color palette to make it feel more vibrant and modern, redesigned the website to improve its user experience, and developed new property signage that better conveyed the brand’s essence. Alongside these changes, we crafted fresh sales collateral that captured the essence of our reimagined brand. We didn’t stop there. To ensure the rebrand reached the right people, we launched a series of digital ad campaigns, and the results were immediate. Click-through rates skyrocketed, with some ads achieving up to four times the engagement of previous campaigns.
Throughout this process, I worked alongside a talented and diverse team—collaborating closely with a freelance designer, a copywriter, and a junior designer whose work I guided and mentored. I partnered with the sales team to create marketing materials that resonated with our newly defined audience. On top of that, I worked with the on-site teams to design property signage that not only aligned with the new branding but also addressed specific needs in the field. I also collaborated with upper management to create key presentations and ad campaigns that communicated our new vision effectively. As the guardian of the brand’s visual language, I ensured everything we produced stayed true to the refreshed identity. I also advocated for key improvements like SEO upgrades, enhanced UI/UX, and the integration of more video content to further strengthen the brand’s digital presence. This comprehensive approach didn’t just refresh the brand—it transformed how Placemakr was seen and experienced by its audience.
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