Anytime
Re-imaging the outdoor holiday market
Strategy and planning
Brand identity
Illustration
Animation
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 which allows holiday accommodation providers to easily track online reservations, communicate with guests and share real time availability. Needing to compete with an ever increasing line of entrants into the market, Anytime turned to us to create a purpose driven brand identity to stand apart from the competition. Our work encompassed creating a B2B brand strategy, simplified and impact driven visual identity and suite of animations and illustrations to tell a 360 degree brand story.
Naturally inspiring
After nearly ten years in business, Anytime needed a new updated brand which 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 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.”
Vanessa Glossop
Director of communications
Perfectly timed
To bring this to life, we created a design system defined by time cycles throughout the day. Six different versions of the logo 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.
Evolving for growth
As the company’s ambition was to expand their offer in the digital space, we simplified their name down to just Anytime. This has helped 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.
