Rebranding a Marketplace for Event Planners & Luxury Hoteliers
CLIENT: THE BEYOND COLLECTION
INDUSTRY: HOSPITALITY - B2B/B2C
FOCUS: BRAND & CONTENT STRATEGY + CREATIVE OPERATIONS
THE BEYOND COLLECTION IS…
A commission-free marketplace where meeting planners and luxury hospitality partners connect through private events and an online community, The Hive, to conduct business, share best practices, and leverage strategic planning resources.
PROJECT OBJECTIVE
The Beyond Collection sought to rebrand and reposition itself to better align with the white-glove services they provide to luxury hotels and seasoned event planners. The company struggled to clearly communicate their value, offerings, and align on cohesive creative direction. Gray House lead a full-scale rebranding initiative, helping to modernize their identity ecosystem, clarify their messaging, and optimize various marketing channels to better support overarching goals of increased member acquisition and user experience.
DELIVERABLES & MILESTONES
Brand Identity Refresh: We began with a complete overhaul of the brand's identity ecosystem, including the logo, color palette, typography, and tone of voice. We captured everything in a comprehensive brand guideline document to ensure consistency across all platforms.
Mission and Messaging Clarity: We worked closely with leadership to refine the company’s mission statement, core values, and value propositions to create a messaging hierarchy that resonated with both planners and hoteliers.
Pricing & Packaging Support: We worked with the leadership team to help tailor the membership tiers, offerings, and how to best promote them to each audience.
Website Redesign: We worked with the internal product team and an external development agency to overhaul the entire website, including The Hive—a private dashboard for members. Emphasis was placed on incorporating the new brand system, improving the user experience, streamlining RFP management, and improving property search and event registration features. We leveraged user feedback, SaaS design theory, and implemented various lead generation and strategic calls-to-action throughout the sites.
Organic Content Strategy: After auditing TBC’s existing content efforts, we developed an organic content strategy to establish TBC as a thought leader in the meeting planning and sourcing space, focusing on organic growth and increasing engagement with their target audiences. This included updating existing channels, creating monthly content calendars, content creation SOPs, onboarding the team to Hootsuite, and creating a roadmap for creating and publishing more long-form content to boost authority & SEO efforts.
Sales and Marketing Template Design: We updated all marketing and sales templates, including presentations, email templates, and social media assets, to reflect the new brand identity and messaging.
Creative Operations Audit & Implementation: Audited and organized creative operations by updating the Canva account, sourcing and implementing a Digital Asset Management (DAM) system, and setting up a Social Media Management platform and a Design Request system to streamline creative workflows.
Team Expansion Support: Assisted with the hiring process to grow their internal marketing team, ensuring new hires aligned with the updated content & brand strategy.
Executive Coaching & Strategic Planning: Worked directly with the CEO, providing executive coaching and leading strategic planning sessions to guide the company's future growth.
Ongoing Creative Support: Managed day-to-day creative operations to support marketing and go-to-market efforts, ensuring smooth execution across campaigns and communications.
RESULTS