The team worked with Criton to refine and articulate the customer proposition to ‘transforming the luxury hotel experience’. This has led to the creation of a new and inspiring visual identity, key messaging for each of the app’s core target audience segments, and a suite of collateral to support sales of the new app following a re-launch.

Vicki Whetton, Brand Director at Genoa Black, said: “Criton is innovative, creative and ambitious and was looking for messaging and a refreshed visual identity for a luxury market. The new sales toolkit we have developed, effectively puts it in both the luxury and tech world to enable the team to open doors within a new market.”

Criton is a hospitality app that provides hotel groups, holiday homes and serviced accommodation with a digital concierge for their guests. First launched in 2016, the business was established in the non-premium market, up to 3-stars, and was looking to expand its customer base with the launch of a new version of the app specifically targeting the luxury end of the market, 4-star plus.

The app is now live in the market and achieving increased awareness through industry media coverage.