Radical rethinks

SeaSpace isn’t just a new place to stay, it’s a new way to stay – combining the flex and freedom of your own space with the connection, community and spirit of a design-led hotel. 

Working as strategic partners from the start, we helped shape the vision, crystallise the brand and ensure the successful rollout of this completely new concept.

Why, what and for who?

The original ask was clear enough: help position a new kind of self-catering development within a wider portfolio. But from the first conversations, we saw the potential for something bigger.

There was an opportunity to create a whole new category – to not just sit somewhere between holiday let and hotel, but to take the best bits of both and turn it into something people didn’t even know they were looking for.

Working side-by-side with the senior team, we developed a brand-first approach that moved the whole concept up a gear – setting SeaSpace apart from the start, with ambition for growth, and community, built in.

Shaping the concept

We began by asking a bigger question: what does a coastal stay really mean now? And what do people want that they’re not getting? 

Through a series of working sessions with the senior team, we explored what it would take to balance freedom with care, independence with a sense of place, somewhere to escape with in-built community. We challenged assumptions, pushed ideas further, and helped articulate the shape that was forming in our minds.

Out of that came the core brand proposition and a ‘Why-How-What’ framework that resonated, all hinging on a clear simple idea: that SeaSpace is a place where individual freedom meets shared spirit. This captured the duality at the heart of the offer – and unlocked a whole new way of thinking about hospitality.

From naming and positioning to the physical feel of the place, it became an idea that guided everything to come.

Building belief

With the concept defined, we next had to bring everyone with us – from investors and developers to the teams who would eventually run and market SeaSpace. 

We worked closely with the client teams to create a compelling narrative that made the ambition real, and a shared language to help everyone talk about it with confidence.

From first pitch to final briefing, we equipped the team with tools that brought the vision to life: tone of voice principles, key messages, brand pillars and storylines that didn’t just describe SeaSpace, but made people want to stay there.

Making it real

With the strategy in place, we turned the vision into something people could see, feel and experience for themselves. Our work spanned every layer of the brand – from shaping how it should look and sound, to creating the content and campaigns to spread the word as it took shape. 

We developed: 

• The full brand positioning, proposition and messaging framework
• Distinct audience personas and guest journeys
• A tone of voice that captured SeaSpace’s unique energy
• The brand toolkit – a practical guide for everyone bringing the brand to life
• Content and campaigns for launch and beyond, from ads and partner comms to menus and press releases 

Piece by piece, we turned an idea into a place that lives – ready to welcome people in and start something new. 

But I’m not in hospitality!

No problem. SeaSpace is just one example of our fresh thinking and the impact it can have.

Get in touch and we can tell you about other strategy-shifting work we’ve done, including:

• A re-brand for Agricology which informed a whole new strategic direction for the sustainable farming organisation, as well as delivering new messaging, visual brand and communications plan.
• A reworking of the messaging for Cornwall Council‘s digital skills training academy, which led to a reimagining of the whole programme in a way that would maximise employee engagement and uptake.

Want to talk about what you’re looking for?