The Vision: Flexing a flexible office brand.
Newable wished to diversify its commercial real estate assets within its Money / Advice / Space platform. Citibase, a c40-site flexible office provider, was identified and acquired. However, Citibase had suffered from years of under-investment. The positioning lacked resonance, and the proposition was little more than the price. Consequently, Citibase was obliged to discount to customers, incentivise brokers heavily, and remained a ‘distress purchase’ for landlords.
Citibase was a profitable business, despite rather than because of the brand. Given the management contract model, funding was not available to make design a differentiator. Customers confirmed that it was the Citibase people that made the difference. The brand did not need reinvention, but re-invigoration. The UX needed to be improved, brand standards raised and delivered consistently. Finally the ‘utility’ of the offer needed to be bolstered through connection to Newable’s range of SME services. The result was a shift from price led to a value proposition.
The Reality: At a time of fierce price competition, Citibase increased average revenue per desk and increased the percentage of customers renewing contracts.
Branding ‘cleaned up’, modernised and aligned more closely to the parent brand Newable.
Improving the customer experience by a focus on Values. https://bit.ly/2OKqPb6
Digital presence simplified, optimised and mobilised to improve transaction UX. Designed by Bravand.
Power to the Citbase people
The acquisition was covered live by Sky News.
