Founded in 1985 in Hendersonville, Tennessee, STR provides data to the hotel industry that is confidential, reliable, accurate and actionable. Their global presence has expanded to 15 countries with international headquarters in London and Singapore. STR hired DWHD to re-shape their brand and re-design their identity.


Following thirty years of growth, both organically and through acquisition, the time had come to unite the whole company under one global brand thereby
re-positioning it for its next era of growth, including the extension of its services into new verticals.


Working intensely with the Directors of DWHD, I planned and facilitated the brand insight research and the brand strategy, visioning and positioning workshops involving DWHD, the client’s Senior Director team and a wide cross-section of STR’s internal and external stakeholders around the world. The knowledge and insights gained were the springboard for the rigorous and creative design response that emerged out of our own intensive internal workshops leading to a new brand architecture and new identity. DWHD completed all design expression and assets delivery for a complete identity programme.