Kasar Stays | Clockwork Marketing Brand and Strategy Case Study

Website Brand Marketing Strategy

Kasar accommodation is a response to the blurred boundaries of business and leisure travel now, but where work life balance is more important than ever.

Its serviced apartments, homes and luxury villas offer more space and more comfort. No faceless flats. More a home from home, but better.

Whether staying for business, pleasure or both, Kasar has you covered. Work wirelessly, take a lazy afternoon, visit the sights, mix with the locals, cook up a storm, sample the nightlife, relax or explore – enjoy more space for life.

Develop a new name and brand for serviced apartments provider, KH Homes
Design and launch a new website for the new brand
Reflect the ambitions of the rapidly growing business and its international ambitions
Be mindful of changing traveller's needs in the serviced apartments sector
Sell the strengths of serviced apartments, flats and villas over traditional accomodation
Include the heritage of the company's founders and their back story

Client testimonial

A rigorous brand process

"We really enjoyed the whole experience of working with Clockwork, developing our new name, brand vision and website. From our initial meeting at the Independent Hotel Show to the brand vision workshop at their offices and the website design and build process, the agency made every interaction enjoyable while following a rigorous methodology.

"We are delighted with the new name Kasar, stand-out logo, brand colours and new website. We'd recommend any independent hospitality business to work them if you desire a new innovative brand that is in keeping with you commercial objectives."

Serviced apartment company, KH Homes needed a new name, brand and strapline to communicate the benefits of a rapidly growing business. Clockwork identified that a key benefit of serviced apartments over hotels was the space available above just a bedroom, with self-catering kitchens and lounges part of the offering.

We also found that people were combining business and leisure travel as a new travel trend, enjoying a blended travel or “bleisure” experience. The Nigerian heritage of the business and expansion plans for Lagos city were also included in our thinking for the new name, brand and strapline.

Kasar was decided as a short, catchy and memorable name that means “home” in Hausa, the main language of Lagos. It worked well as a logo with two As and was relatable as close to the well known phrase “Mi casa, su casa”. The strapline “More space for life” focus on the key benefit of a serviced apartment while also appealing to guests’ emotional need for blended travel. While the longevity of the words “for life” communicates a brand guests can trust as a long established business.

VISIT WEBSITE

Following a brand strategy workshop hosted at Clockwork's office, and attended by key Kasar stakeholders and Clockwork marketing specialists, the new brand, marketing messages and vision were all encapsulated in a new marketing strategy document and brand bible. These documents, thinking and recommendations were carried into the new logo and brand design, copy and Clockwork website, ready for the business to continue its international ambitions and market its "more space for life" message to new blended travellers.

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