Nordic region’s leading corporate housing provider Forenom renews its brand identity. By strengthening the brand, Forenom aims to respond to changes in the accommodation market and further accelerate its fast growth in the Nordic countries.
In 18 years, Forenom has grown from a one-man company into the Nordic market leader. In addition to strong organic growth, Forenom has accelerated its expansion through acquisitions, with all acquired companies now being brought under the new Forenom brand.
Forenom's core business is providing accommodation for business travellers. The company is also challenging the traditional hotel market with a solution that allows customers to pay for the selected services only. Nowadays, many customers do not want to pay a premium for a 24/7 reception or room service.
The objective of the new brand identity is to create a simple, unified Forenom brand, while raising the awareness of the entire industry. To highlight the ease of services, the company selected a new tag line, ''stay easy''.
''We want the new brand identity to communicate our pioneering approach to home-like accommodation and digital technology, as well as the extremely hard work our team does to serve our customers every day. For example, it is routine for us to find and furnish an apartment according to a client’s needs in just one day. We want to let our great, can-do spirit show to the outside world as well,'' says Johannes Kangas, CEO of Forenom.
The brand renewal covers Forenom's mission, slogan, manifesto and visual identity, including its logo, brand images, colors, fonts and graphic elements. Forenom collaborated with BOND Creative Agency to help redesign the identity. BOND is operating worldwide with offices in Helsinki, Dubai, London and Tallinn.
''Our aim was to create a brand that communicates the ease of stay but, at the same time, differentiates Forenom in global competition. In the new identity, the ’simple brand’ thinking – referring to the goal of simplifying and clarifying things as much as possible – is combined with a unique and unconventional symbol,” says Arttu Salovaara, Managing Director of BOND Creative Agency.
The revamp of visual identity is the most visible part of the change, but the biggest part of the work was crystallizing customer needs and clarifying the growth plan. The goal of Forenom’s service remains offering ‘hassle-free’ accommodation solutions to customers.
The new visual identity can already be seen by customers, stakeholders and anyone interested on the forenom’s website, in social media presences, and in customer communications. Forenom’s aparthotels in Vantaa, Oslo and Stockholm will be the first locations to be rebranded during May.
Johannes Kangas - CEO, Forenom
+358 (0) 40 57 21 421
Forenom has a track record of 18 years as a provider of highly versatile corporate housing solutions in the Nordic countries. Forenom manages over 6500 serviced apartments and aparthotel and hostel rooms in all major Scandinavian cities, accommodating over 100 000 travellers every year. Forenom is the Nordic market leader in corporate housing in terms of net sales, currently operating in Finland, Sweden, Norway and Denmark with 25 local offices and over 450 employees. Forenom’s goal is to continue growing rapidly and become the leading accommodation service provider in Northern Europe. The private equity investor CapMan made a significant investment in Forenom in 2016, which has accelerated Forenom's growth further.
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