Challenge
A private equity firm invested-in, and purchased a number of resort/vacation rental management companies in different parts of the country. With a healthy stable of companies, there was a need to create a holding company for this area of their portfolio. While this “Top Co” wouldn’t replace the individual companies, it needed to provide a recognizable brand to be both internally and consumer-facing.
Discovery
One of GoDo’s signature services is “whole brand” creation. Using our proprietary Brand Truth Process, we dove into this industry, held stakeholder meetings with the individual companies, and then hosted an in-person GoDO Session to find this new brand’s truth and tone.
Activation
Our process netted a Caregiver Archetype and relevant tone. With that in place, we proceeded to use our proven naming process to provide multiple name choices, informed by the Brand Truth.
The name Awayday was chosen, vetted and GoDo then created a visual brand identity, complete with manifesto.
Everyone needs away days.
For some it’s one, for others a ton.
It doesn’t really matter, because no matter who you are,
where you’re going or how long you’re staying,
our soul purpose is making sure your day away is
absolutely perfect.