"We're delighted to have been working with the Valiant team for over 10 years. They deliver time and time again. The quality of their work is exceptional, whether it’s a one off project or strategically repositioning our brand. We trust them to challenge us, deliver commercially and help drive our goals. They bring experience, intelligence and proactive ideas to our relationship."

Douglas O'Neill. CEO, Inntel

Repositioning to differentiate a future focused, sustainable proposition

Over nine years ago we had the pleasure of taking Inntel through a full rebrand process. It successfully supported their business growth and elevated their proposition in the marketplace. Fast forward to now, a post Covid environment where organisations’ travel, meetings and events requirements have changed. Alongside this, Inntel’s proposition and priorities have shifted to support their clients with more sustainable options. Businesses with hybrid and remote workforces need meetings and events which deliver results as well as help embed values and build team spirit. It was time to look at strengthening the Inntel brand for the future and we loved that they came back to Valiant to bring their future proposition to life.

We started our brand strategy process with analysis of the competitor landscape to identify any gaps in the market and potential opportunities. This was then mapped against Inntel’s own proposition. Using this data and insight enabled us to start repositioning Inntel as the specialists who solve the challenges their clients face, today.

Positioning

The positioning was articulated and a new tone of voice defined through key messaging. Next, it was time to elevate the visual identity to reflect their new proposition. We retained the logo we created originally because of the recognition and equity built over the previous years. The confident visual uplift was created by evolving the identity by streamlining the colour palette and strengthening the assets to present a bolder proposition. This was definitely still Inntel, but a new and improved, future focused version.

Product brand architecture

As part of the uplift, Inntel wanted us to review the naming, brand architecture and identity of their proprietary technology. Their LOGiC technology gives them a true competitive advantage – as experts in their sector they’ve developed a suite of tools to deliver the very best experience and information to their clients. However, there was nothing in the way the tech was presented to promote these as Inntel products.

We reviewed the product suite, aligned the naming so each product contained the LOGiC prefix. The architecture was adapted so that every product proposition had a new supporting tagline – powered by Inntel. Each part of the product suite was adapted to have a new identity which aligned with Inntel’s own branding. This has given the product range a consistent naming structure, a unified visual identity and now aligns seamlessly with Inntel’s name and brand.

Website overhaul

With new positioning, visual identity and messaging in place, a new website gave us the opportunity to bring everything to life online. We designed and built a powerful, custom-built WordPress site giving Inntel full access to manage content and marketing campaigns in-house.

We are continuing to support their team as they grow and are looking forward to another 9 years of partnership.