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Fat Media creates new look for international apartment group


Fat Media is behind the branding for global serviced apartment company, Habicus Group.

Habicus is the new umbrella name for Silverdoor Apartments, Citybase Apartments, Central London Apartments and Orbital Platforms.

Lancaster’s Fat Media was appointed last year, following Silverdoor’s acquisition of Citybase, which in effect created the group.

The agency was tasked with coming up with a name and new identity for the parent company, as well as rebranding the existing firms.

“We have been operating as a group of companies since last May and in that time it became apparent that we need a parent company to be able to refer to all of our brands as a whole,” explained Habicus managing director, Marcus Angell.

“Habicus Group brings all of our offerings together into one place. We spent a long time making sure we got our brands just right and I’m delighted with the results. I’m confident that we are now in the perfect position to continue our growth and expand further internationally.”

David Adams, head of brand consultancy at Fat Media added: 

“The project involved working closely with the client’s in-house marketing and design team, as well as its senior management team during both the research and design phases of the project. This was complemented by additional stakeholder and desktop research.

“Crucially, this close collaboration enabled us to develop the required insight and commercial intelligence required to inform the ultimate direction of the group’s branding and messaging. It proved to be a highly rewarding and effective approach for all parties”

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