For four decades, Australian-born Adina has been a global leader in the serviced apartment and apartment hotel market. Yet in today’s rapidly changing travel landscape, parent company TFE Hotels saw the opportunity to connect with a new kind of guest. Our go-to-market solution was A by Adina: A new way to stay combining the best of high-end hotel amenities and curated service, with all the freedom and flexibility of a private city apartment experience. Going beyond brand identity and guidelines, our solutions also included co-design of the product experience through sub-brands ‘The Daily Pause’ and ‘Amenities on Demand’, plus always-on social strategy and creative, customer experience brand workshops with employees, an integrated ‘And Breathe’ launch campaign – and even the creation of an entirely new category: Hotel Living™.