Glide

A fundamental reposition from a utilities provider to the ‘simple bills’ company has seen Glide rocket past 22,000 customers. It remains on target to double its turnover.

So how do you distil a rapidly expanding business down to its simplest essence and transform it into a relevant, dynamic brand?

We conducted telephone interviews with property owners, agents and house sharers to explore the good and the bad of what Glide did – and what made them distinctive and a joy to work with.

We ran separate Drawing Board sessions for staff and tenants to get greater richness of insight on the brand. It all pointed to a glaring need to reposition from a student-focused ‘cool’ brand to a ‘smart’ reliable and professional brand for property businesses.

Glide co-founder James Villarreal said: “Customers instantly get who we are now and how we can help them, since ORB guided us expertly through their branding process. We now consider ORB a partner and invaluable to our business.”