(Re-)Introducing the Mavericks!

Once upon a time, we accepted the challenge of rebranding an empire. Now known as Maverick Suites, this property management company is no new kid on the block. Maverick has been offering boutique short-term suites for over twenty years in Boston’s top neighborhoods. However, what the company needed was a voice. The Center Cut team worked side by side to pivot the entire brand’s operational strategy and mixed in a long-awaited rebrand to match this transition.

The Key Ingredient: A New Brand

Challenge accepted. Rebranding a twenty year company was no easy feat. We mixed in our well-seasoned brand archetype process to find the company’s 3-2-1 (three words, two sentences, one paragraph) that describes all that is Maverick. Taking to whiteboards, scratching out synonyms, and writing up endless descriptions, we solidified the brand archetype of Maverick Suites and prepared for the next chapter.

A Dash and a Pinch: New Logo and Website

Upon finding Maverick’s brand archetype, it was time to pair this with a fresh look. Our designer drew up countless proofs and the Center Cut team worked with Maverick to design the perfect logo. Once brand colors, fonts and all other elements were solidified, it was time for a new website! Center Cut captured new photos of every studio, every neighborhood and each team member. All website copy was rewritten to reflect the desired tone of Maverick’s new brand. Each page was built to demonstrate the neighborly and accommodating Mavericks, and what makes their product stand out from the Boston hotel scene.

The Measurements: Customized Pricing Strategy

Marketing can be math too, remember? Maverick Suites’ rebrand stemmed from a major change to their product, focusing on short-term stays and less corporate rentals. With this, came a strong need for a strategy that would generate more revenue. Center Cut took to booking platforms, adjusting pricing and listing properties on Airbnb. Filled with algorithms, the Airbnb platform comes with a great deal of proactive daily, weekly and monthly price adjustments to make listings visible to prospective travelers. Catering messaging towards weekend getaways and optimizing listings led to results. In one year, the company on-boarded 30 units and increased each property’s gross revenue by as much as 30%!

Check out the work we’ve down for other clients!