Back in 2013 Airbnb had disrupted the world of travel with an innovative accommodation model and were experiencing phenomenal growth. However the brand wasn’t differentiated from their closest competitors (like HomeAway).
Although Airbnb’s offer seemed unique, its messaging was similar, resulting in copycat marketing campaigns. CEO and Founder Brian Chesky had the ambition to elevate to Superbrand status, demonstrate that Airbnb was categorically different, drive the business forward and its value up.
To elevate the brand we needed to uncover an authentic truth, unique to Airbnb. So, we immersed ourselves in their world, travelling to 13 cities to research locations, visit Airbnb offices, users, hosts and become a part of the Airbnb community.
Airbnb promised to transform the way people travel, enabling them to explore the world, not as a tourist, but to truly ‘Belong Anywhere’.
“You guys literally unlocked and inspired us about what was possible”Brian Chesky, CEO, Airbnb
As a global brand operating in every country in the world, we needed to transcend language and create something that would be recognised everywhere. We developed the ‘Belo’, a simple icon that could be drawn by anyone, worked across every touchpoint, and became a symbol of belonging.
Belong Anywhere acted as as a unifying internal and external communication platform and vision for the business. It highlighted growth opportunities built around the concept of belonging, including Airbnb Experiences.
With the new proposition, visual language and Belo icon, Airbnb elevated beyond other hospitality companies and instead transformed the travel industry, evolving into a multi billion dollar business with community at its heart.
‘When I look at this brand, I suddenly realised everything I’ve been trying to say, now we have a way to express it.'Brian Chesky, CEO and Founder of Airbnb
The Airbnb rebrand trended on Twitter, won a whole host of awards and is still globally recognised as category defining. It also helped to propel their valuation to $29Billion above their closest competitor in less than 4 years.
Cannes Lions 2015 Gold Cannes Lions 2015 Silver Clio 2015 - Design Award Creative Review Annual 2015 Transform Europe 2015 - Gold
Transform Europe 2015 - Silver Transform North America 2015 - Silver Brandemia award 2014 Brand Impact award 2015