The Challenge
Launched in 2022 with a single apartment, Staycaee quickly carved a niche in Cyprus' uber-competitive rental estate market. Yet, the brand's identity lagged, kept behind by a problematic name, difficult to pronounce and remember.
This was made even more severe by a visual identity lacking distinctiveness. Like many other startups their product was incredible, but the brand was failing to communicate so.
This was made even more severe by a visual identity lacking distinctiveness. Like many other startups their product was incredible, but the brand was failing to communicate so.
THE RESEARCH: UNDERSTANDING THE ESSENCE OF FLEXIBLE LIVING
Our strategy began with an in-depth exploration of the concepts of modern living.
We conducted comprehensive research, combining personal experiences in Cyprus and Europe with extensive stakeholder interviews and market data.
This approach allowed us to capture the real essence of house, not just a space, but a lifestyle choice that can be packaged in a unique product and shipped anywhere in the world: Feel at home, no matter where you are.
We conducted comprehensive research, combining personal experiences in Cyprus and Europe with extensive stakeholder interviews and market data.
This approach allowed us to capture the real essence of house, not just a space, but a lifestyle choice that can be packaged in a unique product and shipped anywhere in the world: Feel at home, no matter where you are.
THE STRATEGY & NAMING: EMBRACING FLUIDITY
Centering on the mantra 'Keep Moving, Feel at Home', our strategy was to capture the dynamic nature of life and the evolving concept of 'home'.
The company had to pivot from a feature driven brand to an experiential brand that makes people feel at home anywhere they decide to go next thanks to the ready for living network of properties of the company.
Once the new positioning and roadmap for activation was ready we generated over 100 potential names, each evaluated for domain availability and preliminary trademark considerations.
'Moving Doors' as a name and a concept underlines life's constant evolution, ensuring a sense of familiarity and comfort.
The company had to pivot from a feature driven brand to an experiential brand that makes people feel at home anywhere they decide to go next thanks to the ready for living network of properties of the company.
Once the new positioning and roadmap for activation was ready we generated over 100 potential names, each evaluated for domain availability and preliminary trademark considerations.
'Moving Doors' as a name and a concept underlines life's constant evolution, ensuring a sense of familiarity and comfort.
THE MANIFESTO: 'MOVING DOORS'
'Moving Doors' is more than a name; it's a philosophy. It symbolises life's transitions - evolving, yet offering consistent comfort.
This name embodies the ability to feel at home the instant you touch the door handle. It encapsulates the brand's promise: Keep moving, keep opening doors, but always feel at home.
This name embodies the ability to feel at home the instant you touch the door handle. It encapsulates the brand's promise: Keep moving, keep opening doors, but always feel at home.
THE SOLUTION: CRAFTING A DISTINCT IDENTITY
We reimagined 'Staycaee' into 'Moving Doors', a name that pledges stability amid change. The logo, symbolising an endless series of doors, conveys elegance and adaptability.
The design system, with its unique colour palette, was designed to captivate an audience that values design, comfort, and flexibility.
Every angle design decision what dipped into strategic analysis with the single goal of activating the positioning in the best possible way.
The design system, with its unique colour palette, was designed to captivate an audience that values design, comfort, and flexibility.
Every angle design decision what dipped into strategic analysis with the single goal of activating the positioning in the best possible way.
Our goal was to make Moving Doors a memorable, and captivating brand inside out.
THE RESULTS
Any brand is fluff without results, here's what we helped Moving Doors achieve:
- £1.163 million raised in seed funding.
- Top 10 startup status in Cyprus.
- Acclaimed at Reflect Festival 2023 for memorable branding.
- 2 Brand Identity awards- 120% internal growth.
- Expansion into the United Arab Emirates.
- £1.163 million raised in seed funding.
- Top 10 startup status in Cyprus.
- Acclaimed at Reflect Festival 2023 for memorable branding.
- 2 Brand Identity awards- 120% internal growth.
- Expansion into the United Arab Emirates.