Spinnaker unveils new identity for Verve Venues

by Lauren Webb, Brand Republic 26-Apr-06, 08:10

LONDON - Spinnaker has revamped the identity of Initial Style Conferences, which will rebranded as Verve Venues and carry the strapline 'Beautiful Places - Inspiring Spaces'.

Spinnaker has created everything from new signage to stationery for Verve Venues' 29 properties throughout the UK, which focus on conference, training business and meetings.

The venues will undergo immediate major rebranding over the next six months. City Style, the company's non-residential city-based venues, will be known as Verve City.

The new launch identity program will use direct marketing, online advertising and specialist press that will start at the end of April is aiming to target corporate bookers of training courses, meetings and conferences.

As well as coming up with a new logo and signage, Spinnaker has created in room materials, in venue materials, a website, stationery and POS materials.

The rollout of the new brand will be overseen by Tony Dangerfield, who joins Verve Venues on May2 as chief operating officer.

Brooke Dalton-Brewer, managing partner at Spinnaker, said: "Our task was to develop a corporate identity that draws upon the strengths of the current offering while providing a strong creative platform for the dynamic changes ahead."

Initial Style Conference was sold to the Alternative Hotel Group from Rentokill for £325m in December 2005.

Richard Balfour-Lynn, chairman of AHG, said: "The team here at AHG are specialists at building brands. Our intention is to assess the offering at Verve Venues and to develop a brand and product that will produce a better experience for all."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.