Stakis is rolling out a new identity and branding strategy by Tayburn across its leisure chain of hotels, health clubs and casinos.
Research had found that the previous Stakis identity was at odds with customer perceptions of the brand as warm and friendly. Tayburn’s new design, launched on Stakis’s annual report and on TV ads this week, brings in a new flame device and upper and lower case calligraphy to convey a more informal and contemporary image.
“We concentrated on a combination of quality and professionalism while injecting more individuality of character to represent the friendliness and warmth that you’d expect from the Stakis experience,” says Tayburn managing director Simon Norris.
Tayburn has devised new identities for Stakis’s chains of LivingWell health clubs and Stakis casinos. Both will be launched next month along with three new casino sub-brands. The new Stakis identiy will be rolled out on signage, stationery and promotional literature over the next few years. Tayburn is also working on a softer style of presentation for corporate literature.