Room Price Genie Brand RefreshRoomPriceGenie makes pricing simple for the people who run independent hotels. We successfully built the brand from scratch three years ago and won the Red Dot Design Award with it. By crafting the brand we supported them in fundraising north of EUR 70M and helped them grow from a startup into a scaleup. For this refresh the brief was now to grow up without losing what made it beloved by more than 4.000 hotels.
Brand Strategy
Brand Identity
Branding System
Visual Identity
Our Aim: Transforming into a mature and grown-up brand
The brand was working - but it was built for the company RoomPriceGenie used to be when we startet - a startup with a young story to tell.
Over time two things shifted:
Their brand voice was suddenly tried doing three jobs that pulled in different directions: communicating with owners, talking shop with multi-property revenue leads, and ensuring consitency internally and externally while growing fast.
The toolkit had outgrown itself - a variety of colors, strict usage rules, two fonts competing inside a single headline. We needed to make sure their internal teams can ship consistent, exciting work, fast.
Our Aim: Transforming into a mature and grown-up brand
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Starting over was never on the table. The brand had warmth, character, recognition we'd built into it from day one — and the company was right to want to keep all of it. The job was to let it grow up alongside the business: more assured for the new conversations, more scalable for a busy team, still unmistakably the Genie.
Brand Refresh
We adjusted their one personality into four clear voices, so the brand can shift tone between owners, operators, partners and internals without ever sounding like four different companies.
From this we evolved into a brand architecture that is built to carry several products:
- RoomPriceGenie for hoteliers,
- Revenue Intelligence by RoomPriceGenie
Brand Resfresh
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What we chose to keep
Evolving and growing up meant a lot of deliberate houskeeping. Every excluded element was a decision towards a clean, easy yet recognizable brand.
The primary typeface stayed. The genie stayed - with the same character in less quirky shapes.
Also the color system and their use of illustrations became more flexibel, plus real imagery from real hotels instead of stock to increase authenticity.
What we chose to keep
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"We kept asking the same question: could someone new to the team make this in twenty minutes and have it look right? If the answer was no, the system wasn't done yet."
Vera Seibel, Senior Brand Designer
The brand in the wild
The clearest proof is the everyday work. Assets that used to take real effort to keep on-brand now look right by default.
Revenue Intelligence has launched into a partner channel that already lists household PMS names among its early adopters. And on LinkedIn, the new work sits far closer to the brand than anything before the refresh - the team is producing sharper output on its own.
The brand in the wild
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"They have a deep understanding of our vision. It’s not superficial at all. It’s a lot of fun to work with them." (src: clutch.co)
Jörg Siegel, CTO & Co-Founder RoomPriceGenie