Frontdesk

Brand Identity

Dec 14

CHALLENGE

Frontdesk is a digital platform that offers trusted travelers exactly the stay they want – their kind of place, in their kind of neighborhood, with a professional hosting experience. After years of traveling and staying in poorly-managed apartments, founders Kyle and Jesse worked together to build a team focused on providing unique guest experiences and comfortable, personalized stays.

Frontdesk had a fairly well-known online presence for how new they were to the market, but their bootstrapped logo made in PowerPoint and lack of a cohesive brand made it difficult to take their business to the next level.

OUTCOME

Born from co-founder Kyle’s relatable experience of hotel boredom vs. Airbnb roulette, we transformed the core language into relatable terms: From “the next generation of corporate travel” to “Stay where you want.” We created a new perspective on how people travel. Visual symbolism in the logo shows an aerial view of a city neighborhood, representing Frontdesk’s care in watching over their clients in helping to identify the best neighborhoods. Now they have a stand-out brand to grow with them, year-over-year.

THE NEW LOGO

Breaking down the thought behind the logo, we brought all of the core brand elements together in a single mark: A speech bubble shape to connote “community” because Frontdesk offers more connected experiences than hotels, the map marker for “selective cities,” as Frontdesk focuses on often overlooked second-tier markets like San Antonio and Milwaukee and a city grid that shapes “Fd” for the name.