Native

When Go Native came to us for a rebrand, they were evolving as a company. They were still dealing in serviced apartments, but their stock was changing. They were no longer offering cookie-cutter apartments in homogeneous buildings. They were acquiring a variety of different properties all over London. Full of character and personality, each of these buildings was woven into the fabric of the surrounding neighbourhood.

 - Steve Edge Design

They needed a brand that would reflect this, a brand that would major on the fact that when you stay with Go Native, you don’t get a standard hotel room; you get a unique, characterful apartment and a genuine experience of the local London neighbourhood.

We started with the name. By changing ‘Go Native’ to ‘Native’, we created a simpler, punchier name that got straight to the heart of what they’re all about. We then developed a distinctive tone of voice and a set of core messages to highlight all that sets Native apart from the competition.

 
 - Steve Edge Design

Ensuring the website was bookings-focused, we built the site with a series of clear call-to-actions. These were placed in strategic locations throughout the site, guiding users towards the end booking goal.

But we also had to consider how to drive traffic to the site in the first place. This meant understanding how people search for holiday apartments and places to stay. Research showed us that search habits have changed significantly in recent years: the majority of people now search for holidays through experiences. By showing our expertise on the best local restaurants, galleries, bars and shops, and factoring this into our SEO strategy, we instilled trust in the user and increased bookings as a result.

 
 - Steve Edge Design
 - Steve Edge Design

To support the brand, we commissioned illustrator Thibaud Herem to create a series of illustrations that would celebrate the range of different buildings that make up Native’s portfolio: the old, the new, the tall, the small.

Since their buildings are all embedded into the character of the surrounding area, Native wanted to really get under the skin of each of their neighbourhoods, and pass this intimate knowledge on to their residents. It was part of our job to help them instil this attitude across the board. This meant preparing training for newly recruited local concierges, as well as arranging for bloggers to uncover the local hotspots and hidden corners of Native’s neighbourhoods.

 
 - Steve Edge Design

Having set the brand foundations, we began work on the applications, which spanned in-apartment welcome packs, signage, accessories and a bold new website. As the primary customer touchpoint, the website had to communicate Native’s neighbourhood focus, as well as driving apartments bookings.

 
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design

The re-brand not only brought Native up to date with their new offering, reflecting the variety and character of their different neighbourhoods; it also gave them a strong brand with a distinct personality and voice of its own.

 
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design