human company
Welcome to hu!
naming – branding – copy strategy – creative&art direction – graphic design – sound design & videography direction – digital advertising – web design
New name, new brand, same enthusiasm. Human becomes hu. And almagreal signs the rebranding, the teaser campaign and the launch of the new face of the Italian open air. Happy to meet hu!
Human is being. Being, human. Human beings. Human. Hu. An initial intuition, a new name that speaks of a need: to simplify, to bring closer, to customise. Almagreal responded with a rebranding and a launch campaign that focuses on the true protagonist of the Human Company hospitality: hu.
Rethink, restart. With people at the centre.
Hospitality means caring, for customers and employees.
It means listening, studying and understanding. It means putting people at the centre. This is why the rebranding of Human was preceded by a campaign dedicated to the company’s employees. To reassure, accompany and guide the team – Human’s real strength – towards this new adventure. Together. Are hu ready?
What do /juː/ need?
In order to create hype and anticipation for the launch of the new brand, we decided to run a big teaser operation, starting with a simple question. Above all, we thought about the audience: who are they, what do they want, what do they need? There is no right answer, but maybe there is one that is more right than the others.
Which one? A holiday.
That’s why the teaser campaign we created for the launch of hu is linked to a big contest.
whaaaaaat?
The contest designed for the launch of hu offered 10 years of holidays as a prize. Because hu listens and intercepts wishes.
And it really does. The teaser campaign does not reveal the name and the appearance of the new brand. It intrigues, anticipates, plays. It is a campaign that moves, talks, tells and makes people smile. To let people dream and be remembered.
All you need is hu!
It’s pronounced /juː/ – like you! – spelled hu and means an open-air holiday tailored to you. In the countryside, at the lake, by the sea, in the city, in the hills. Wherever you want! The launch campaign designed to reveal the new hu brand is aimed directly at the customer. Need space? Need a journey? Need a break? You need hu. A concept based on the dichotomy between the sights and sounds of everyday life and those of the open air. The open air in its broadest concept, understood as nature, leisure, freedom. The open air, with open arms.
I’m here for hu!
Where? The “What do you need?” campaign lives online, in DEMs dedicated to its customers, on Spotify, on YouTube, on Google, on Facebook and Instagram. A multi-channel campaign to build awareness, familiarity, consideration of a new brand designed to remain well impressed in the minds of Italian and foreign customers.
Hello, it’s hu!
The teaser and launch campaigns were coordinated with a DEM – direct email marketing – and newsletter activity that followed the costumers at every stage of the project. Designed, written and styled by almagreal, all the DEMs and newsletters provided a valuable moment of contact with hu’s regular customers and new – and future – customers.
Just for hu!
And you know, to make a multichannel campaign work you need a special landing.
That’s why we have designed dedicated landings for each marketing goal.
I like hu, and you?
New brand, new logo, new naming. So new language, new website and new content for the social channels. But also a total redesign of the villages and of the offline and onsite installations.
hu is colour, type, destinations, messages and lots and lots of fun. There are memories, those of people who stayed in the facilities over the years, and there are the dreams of those who imagine they will soon be outdoors. Welcomed with open arms.
Are hu you / juː / ready?
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