Cendyn
Simplifying a complex product architecture and revamping a brand identity, we unlocked Cendyn’s growth and engagement in the hospitality sector.
Brand Architecture
Brand Identity
Agency: Structure
Overview.
A world leader in cloud-based hospitality tech, Cendyn sought to redefine its brand and streamline its offerings after a period of significant growth through strategic acquisitions. The company sought to establish a cohesive brand strategy, rethink its product categorisation, and review its brand identity to reflect its evolution.
Our challenge.
Cendyn was operating on an overly complex product portfolio that had grown during an intense acquisition phase. We needed to distill this into clear, accessible categories. Our aim was to improve customer navigation, decision-making, and engagement. We pushed for a customer-first naming approach to ensure product names met customer needs and showcased Cendyn’s solutions. The goal was to craft a simplified product structure that emphasized clear value, human touch, and personalisation.
What we did.
Our in-depth analysis led to the restructuring of Cendyn’s product offerings into the ‘Find, Book, Grow’ framework, a structural product architecture that captures the essential capabilities of Cendyn’s solutions, aligning them closely with the needs of hoteliers: attracting guests, securing direct bookings, and driving revenue growth. Our refined value proposition then mirrored this restructured architecture, aligning perfectly with what customers are looking for.
Finally, we introduced a new brand identity to reflect Cendyn’s transformation. The logo, featuring an infinity loop, symbolises the endless possibilities of self-sustaining relationships between hoteliers, guests, and partners, embodying the company’s core commitment to growth and loyalty. This rebrand positioned Cendyn for a future of leadership in the hospitality sector.
