The development of the brand strategy took into consideration the matrix of values and personality of the mother brand and the shared underlying concept of being a place, a base, a house, a space of architectural design inspired by the Basque minimalist style where you can enjoy a stay with the highest possible quality (which corresponds to each category), where you can find moments of relaxation, silence, protection and security in order to discover, live, experience the chosen destinations and spend a holiday in total comfort, without thinking about anything else but enjoying yourself.

We built the strategy around the idea of a Nucleus/Starting point for discovering the destination in complete freedom and autonomy, a symbiosis, a connection between the concepts of HOME understood as a comfortable refuge/bunker space, which gives a sense of protection and silence, and ENJOYMENT which encompasses experiences, holiday relaxation, tranquillity and happiness.

We thus define its unique and differentiating identity around a purpose that invites the user to provide spaces that are private and essential havens for relaxation and a base from which to begin the discovery of cities and their offerings.

Your door to the city was the tagline chosen for FeelFree Stays: a reflection of an active and proactivebrand that reflects the values of freedom and autonomy (being able to do things “my way”, without limits or timetables), enjoying the pleasures of life offered by the destination, seeking wellbeing and comfort. Innovation and flexibility/adaptability were the other values chosen as fundamental and differential values of Stays to reflect the originality of the modular solutions and the continuous search for the best solutions for the clients.

The name Stays was finally chosen by the client after an extensive collaborative creative process rich in original proposals.

The new brand fit perfectly with the new monolithic brand architecture we defined for the whole company (including FeelFree Rentals – here the link to the project).

The visual identity was defined on the basis of the brand’s personality traits: open, confident, friendly as well as providing creative, innovative and balanced solutions. It had to clearly and powerfully express the fundamental attributes of modularity, adaptability and flexibility.

The design concept we developed was inspired by the style and aesthetics of the Basque industrial tradition.

The chosen typeface, Macan Monon, perfectly expresses the openness to the world, the sobriety and simplicity of the brand (and the product). Its industrial-inspired stencil structure and its stylised and subtle shapes complete the elegant profile that STAYS exudes.

The layouts, inspired by the composition of informative texts of technical pieces, seek to give an aspect of order and efficiency, with a very simple structure, prioritising functionality and legibility; we also seek to provide the whole with an effect of surprise within the order, superimposing elements or in the alignment of the same.

The photographic style exalts spontaneity and naturalness for scenes in the room and in the city. We don’t look for the perfect frame, we prioritise capturing the energy of the moment, reflecting the dynamism, the human and genuine user experience, “integrating the photographer in the action”, thus achieving a point of view (POV) effect that highlights the originality of the brand.

The design of the FeelFree Stays website (visit the website), is a continuation of the FeelFree Rentals website (visit the website): Each website stands out for its distinctive brand elements (main typography, secondary colours, customised icons, etc.).) that manage to convey aunique image for each of them, but based on the essence of the FeelFree parent brand.

As with all our digital products, the FeelFree Stays website is based on an iterative product designflow that allows us to detect and implement continuous improvements in the platform. In this way we facilitate its adaptation to new user needs and market trends, in order to guarantee a good experience and keep the website competitive in the holiday rental sector. Following this methodology and in constant communication with both the client and the users, in the design process of this second website we detected and developed some improvements that we applied to both pages.

As with the FeelFree Rentals website, the main objective of the website is to offer users an intuitive and efficient platform that makes it easy for users to book their holiday flat and that meets their needs. The website aims to connect with guests through an attractive design and good access to information.

FeelFree Stays aims not only to meet the needs of travellers, but also to create an emotional bond that invites them to return.