Powering the outdoor holiday market around the clock.
Anytime are industry-leading experts in the outdoor holiday market, supporting hundreds of customers around the United Kingdom. Their software, carefully crafted in Cornwall, is an innovative online booking and management system. Their software allows holiday accommodation providers to easily track online reservations, communicate with guests and share real time availability. Beyond the software, the team itself has invested heavily into refining their processes, placing their response time in the top 5% of software as a service companies globally. For us, their unrivalled around the clock service not only set them apart from their competitors, but defined their mission and their spirit of unrelenting innovation and support for their customers.
After nearly ten years in business, Anytime needed a brand that reflected their mission, how far they had come and where they were headed. We began with what would define the brand, with the organising idea of ‘Powering the outdoor holiday market around the clock’. We found ourselves inspired by the great outdoors and the beautiful diversity of our skies over a twenty-four hour period.
We wanted to create a brand system that never stopped, just like the Anytime software. A brand inspired by time and reflective of the outdoors in an abstract and immersive way.
To bring this to life, we created a design system defined by time cycles throughout the day. Six different logos are used to represent a twenty-four hour period, using ambient, abstract colour representations of each time cycle. When a visitor arrives at the Anytime software or website, whether it be dawn or dusk, the Anytime ‘A’ appears and represents the timing of their visit.
As the company’s ambition was to expand their offer in the digital space, we simplified the name down to just Anytime. This helps them extend their product portfolio with a robust naming system. Allowing for names like Anytime Booking, Anytime Connect and Anytime Website to work comfortably as products in their own right.
Beyond the products and service, we wanted to represent the value Anytime brings to holidaymakers themselves. We also worked with illustrator Richard Pashley to create a set of illustrations that show the software being a fundamental, yet unnoticed part of the holiday experience.
We clicked with Gendall straight away, they identified our strengths and translated them into a clever and compelling new brand. The messaging mirrors our company culture and approach to supporting our clients. The team is a pleasure to work with – fun, energetic and immersive in their approach.