FeelFree’s offer is perfect for the type of client they are targeting: people between 40 and 60 years old, Spaniards, Americans and Northern Europeans with high purchasing power, who want to live their holidays in relaxation, enjoying the pleasures of the senses and sharing them with the ones they love the most. ‘A tourist who doesn’t want to look like a tourist’, discreet but who wants to be seen. A customer person who enjoys the flat as if it were his home, shares, celebrates, cooks or prepares snacks to then celebrate life and feel the heartbeat of the city (or destination).

The warmth of the exquisite ‘soft’ interior design focused on comfort, the proximity of the staff, the ease of use of the facilities in an autonomous way and the wide variety of excellent and personalised services developed with the customer in mind, gives the user absolute freedom to enjoy their holiday as they wish.

These characteristics and attributes of FeelFree Rentals gave us the keys to define clear strategic insights to structure the brand and the roadmap for its future development. During the course of the project, after multiple interactions with the client, we verified that FeelFree as a global brand also needed a definition of brand architecture to bring order to the nomenclature of the flat categories that had been built over time without a defined criterion.

The analysis gave us some crystal-clear and powerful insights on which to build the brand platform and led us to think of a basic concept around the home: spaces where you can find moments of relaxation, silence, protection and security to discover, live, experience the chosen destinations and spend a holiday in total comfort, without thinking about anything else but enjoyment.

We built the brand strategy based on the relationship between the product and the destination experience, around the idea of permeability, exchange between the home and the destination, a symbiosis, a connection between the concepts of HOME understood as a physical space, synonymous with comfort, protection and silence, a point of reference, and ENJOYMENT that encompasses experiences, the relaxation of holidays, tranquillity and happiness.

We define its unique and differentiating identity around a purpose that invites you to inspire people to enjoy a premium home where they can pamper themselves, a space of light, open to the encounter between family, friends and the experiences offered by the destination. Spaces designed to live inwards and also to look outwards, living the city.

A home open to your destination was the tagline chosen for FeelFree Rentals: a reflection of a relaxed and reactive brand that reflects the values of freedom and autonomy; of being able to do things ‘my way’, without limits or timetables. Enjoying the pleasures of life offered by the destination, seeking well-being and comfort in an environment of harmony and excellence. An essence absolutely integrated into the company’s DNA.

During the course of the project, FeelFree expanded its product offering through the FeelFree Stays brand that we created together (see the case study here). This gave us the opportunity to complete the new brand architecture on a monolithic basis, which definitively solved the problem of how to organise and structure the brand, making it clear which was the mother brand, which were the sub-brands and which were the descriptives of the different housing solutions (and their proper names).

A simple structure, easy to understand, coherent and easily executable.

The visual identity was defined on the basis of the brand’s personality traits: elegant, highlighting the image of casual luxury of the flats, open, confident, friendly, casual and carefree.

The brand is expressed by creating a contemporary visual universe, with simple, balanced and subtly casual compositions, playing with freedom in the combinations of elements, guaranteeing correct legibility and a good hierarchy of information.

The chosen typeface, Hook regular, is a display typeface with stylised shapes and open counterforms that give it a delicate and elegant appearance with details such as the curves of the joints that give a lot of personality and differentiation to the brand.

The typographic compositions are sophisticated, seeking balance by playing with the alignment and size of the texts to transmit rhythm to the visual identity as a whole.

The secondary typeface, poppins, is the perfect combination that simplifies the reading of the body text in communication and balances the forcefulness of the big headlines built with the main typeface.

For the logo we used the Neue World typeface. Its soft shapes and refined details give it an elegant appearance, and at the same time, the thickness of its strokes gives it weight and sobriety.

For the symbol we drew the arm of the F looking for a freer, organic stroke, using the same shapes of the typography, which reminds us of the wing of a bird in flight.

The photographic style is editorial, to transmit quality by focusing on the details, the spaces experienced, the offer of the area and the people who enjoy the experience.

The chosen colour palette is a combination of bright and vivid tones for the flats in San Sebastian and elegant and calm tones for the apartments in Baqueira.

The FeelFree Rentals web redesign (visit the website) in which the new brand identity was applied, aims to improve the navigation flow, streamline the booking or flat management process and ensure an optimal user experience on all devices.

The web design was completely transformed from a sober style to a more elegant one reflecting the exclusive character of the accommodation. Carefully selected colours not only reinforce the brand identity, but also create a welcoming atmosphere that invites the user to explore the web platform. Customised and distinctive icons, aligned with the overall aesthetics of the site, help the user to locate information quickly and visually. The use of high quality photographs of properties and destinations are key to connecting emotionally with users.

The website’s navigation is designed to be intuitive and fluid, making it easy for users to search and book properties efficiently. Expanded search filters allow users to quickly adjust preferences, and find information about each property in a clear way, including important details such as rates, availability and highlights. As well as the redesigned private customer and owner area, which allows users to easily manage their bookings or properties, review their stay history and update their personal and billing information. The new design is fully responsive, i.e. adapted for tablet and mobile devices of all sizes. Special attention was paid to the mobile version, as a significant part of users start their searches from smartphones.

The FeelFree Rentals web redesign project has been a success both in terms of improving the user experience and increasing conversion and visibility of the site.