With new brands coming into their rapidly expanding portfolio, SACO needed clarity in how their diverse product offering could be positioned and communicated. Yet having completed a recent rebrand, SACO was equally keen to avoid starting all over again...

As an originator in the Serviced Apartment Sector, SACO was at the forefront of driving the move from traditional hotels. Having reviewed established brand architecture models, we concluded that nothing complex was required. We sought to create a simple endorser device that worked on many levels. Linking all divisions of the business together, encouraging people to join SACO on this new path in business travel and highlighting that staying in a serviced apartment puts you in the heart of the local community.

Our solution played on the first two syllables of apartment.
Be apart of it, be apart of the community, be apart of SACO.

So, the creative provided a positioning for a brand campaign, but also functioned as an endorser and connector for SACO brands.

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