Project Description

Home The Hayloft Your Vision. Our Track Record

A new logo and website for a historic 18th century rental property in Shropshire

The Hayloft is a luxury self-catering accommodation located in the stunning Shropshire countryside.

 The Challenge

The Hayloft is a rental property, located in rural Shropshire, promoted through Airbnb. In order to achieve a step change in booking volumes the owners chose to invest in a website showcasing the property and, to which, they can then direct traffic via social media, third parties, referrals and marketing activity.

The Hayloft were seeking a marketing partner that could help them enhance and further develop their brand, profile, reach and online presence in promoting this unique rental accommodation as well as the surrounding countryside and attractions in which it is situated. The business also wanted to have full control over the website to ensure flexibility for regular updates and expansion over time. At this initial stage of the project all availability and bookings would be handled through Airbnb but longer term the business wished to fulfil bookings. The website needed to be designed, developed and be maintainable with that in mind.

Strategy

The ATW journey with the Hayloft began with respective teams working in tandem to design the new logo. This involved detailed discussion with the business owners to clearly establish and understand the service they were offering, their ethos behind the brand and what message/s they wanted to convey. The initial task involved creating options for a logo that felt modern and friendly whilst reflecting the historical background of the beautiful 18th century rental property. A muted tone was agreed for the font which was inspired by heritage colours. The Hayloft were provided with three stylistic versions to review with one option subsequently selected to refine and develop to a final stage. Once approved the logo was carefully tested in different media and formats, across multiple devices, to ensure it worked effectively for both online and offline requirements.

In parallel ATW developed a brand palette of colours and imagery to be used in the design and development of the new website. This also allowed the business to ensure all hard copy / printed collateral was consistent with online branding.

ATW then created a clean, simple and easy to navigate website designed principally to help increase the presence of the business online, act as a platform to showcase the rental property and demonstrate the positive experiences that guests have enjoyed. The latter was achieved through the use of plug-ins directly linked to Airbnb website.

As part of the website build, the Hayloft provided all copy with ATW delivering a proofing service and Search Engine Optimisation. This ensured the website was optimised for relevant keyword phrases to help the website start to rank organically.

Results

The website was built using a WordPress theme with a user friendly Content Management System. Following some virtual training from ATW the Hayloft then had complete flexibility to manage the ongoing content and imagery requirements necessary to keep the site fresh and appealing to its target rental audience.

Conclusion

The Hayloft now have an online presence where their visitors can easily find all their information and book a stay at the property.

“We partnered with ATW to design and develop a new logo and website for our rental property. We found the team incredibly patient; they listened to our brief and understood exactly the vision we had for The Hayloft. We found the whole process a great experience and learned a lot on the way also. We are thrilled with both our newly designed logo and website. Once the website went live we finally had a dedicated site to attract visitors to Shropshire to discover and book our beautiful property. We’ve already noted increased enquiries since it went live.”

Christine Prescott

The Hayloft

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