Travelers Haven had become renowned as one of the leading accommodations provider across the USA – embracing a unique balance of technology and human ingenuity to provide key workers on critical missions with suitable accommodation.
Travelers Haven approached Fable&Co. to define their new category ‘Workforce Housing On-Demand’ & capture this significant shift in direction & bring the new brand positioning to life.
Travelers Haven had become renowned as one of the leading accommodations provider across the USA – embracing a unique balance of technology & human ingenuity to provide key workers on critical missions with suitable accommodation.
By removing the onerous & tedious work involved in this process, these heroic ‘nomadic specialists’ were able to focus on the important work they were sent to do.
Nurses, doctors, firefighters, engineers, construction workers, deployed, sometimes at short notice, to address skills shortages across the country – tackling natural disasters, delivering key infrastructure projects & helping vulnerable people.
Our challenge was to capture both the technological innovation behind the business – this real-time yet tailored capability – as well as to tap into the emotional drivers of such a dedicated & hardworking audience.
Finding somewhere suitable meant not only sourcing somewhere in the right place, at the right time, it meant diligently & efficiently unearthing great accommodation designed around the needs of the individual.
Our brand tagline, “Stay, Your Way”, perfectly captured this positioning, with Travelers Haven ensuring a convenient & comfortable stay, no matter the request.
This gave us consistent yet highly flexible, scalable & instantly recognisable brand messaging architecture, working effectively across both internal & external audiences.
The new brand ‘pictogram’ icon was brought to life through animation, featuring a bird flying gracefully through the air before settling in its new home – it’s safe ‘haven’ – for a period of time.
To capture the nomadic nature of our key workers, & the fact they can be deployed to any square metre of the country, we created a simple grid structure depicting the longitude & latitude lines typically found on a map.
Subtle animation brought this asset to life, with individual squares sliding seamlessly along to reveal images of our nomadic specialists, as well as the towns & cities served.
The juxtaposition of imagery demonstrated our key worker focused on the important task at hand, then in their own time outside of work; whether relaxing, socialising, or spending time with family.
- Agency/Creative: Fable&Co
- Article Title: Travelers Haven New Brand Identity
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Brighton
- Market Region: Global
- Project Deliverables: Advertising, Art Direction, Brand Identity, Branding, Creative Direction
- Industry: Hospitality
- Keywords: work force housing
Creative Director: Ross Davison
Strategy Director: Jack Archer
Brand Artist: Issy Hall