Smarter connections, less jargon. Rebranding 14IP

14IP provides the technology that gives hotels their time back, so they can focus on their guests. Together, we created a brand that lives up to their personality, positioning them as technology experts with a sense of humour.

Happy guest technology

It’s easy to talk about features but harder to talk in terms of benefits to people. While 14IP’s solutions are more secure, more reliable and save money, they have an additional benefit—better guest experiences. Whether that’s more attention and time from hotel staff, perfect Zoom calls, or quick answers, guests get an great experience that makes them more likely to stay again, a better opinion of the brand, or to recommend the hotel to someone else or leave a five-star review. Happy Guest Technology™ came from this as a way for 14IP to talk about their value in a strapline.

Having fun

Subverting references from 14IP customer’s worlds results in customers feeling 14IP understand their industry inside and out and has some fun while talking about technology, a subject that might be fraught with sameness, jargon and complexity. The copy feels energised because there is an on-going tension in striking the right amount of irrevance without putting people off or coming across as not credible.