Anabas Welcome
Anabas Welcome was refreshed as a distinct yet connected sub-brand of Anabas, the UK’s leading facilities management provider for premium workplaces. Positioned as a five-star reception and front-of-house service, the digital identity needed to feel warmer, more human and service-led than the parent brand, while still reflecting the quality and professionalism Anabas is known for.
The design direction focused on approachability and clarity. A softened visual language, refined typography and confident use of tone helped shift the brand from corporate to welcoming, without losing credibility. The digital-first system was designed to flex across a range of touchpoints, from marketing assets to a fully redesigned service website, ensuring consistency and ease of use throughout the customer journey.The strategic goal was to better align Anabas Welcome with its specific audience – workplace managers and decision-makers seeking high-end, people-first reception services. While Anabas operates at scale, the sub-brand needed to communicate intimacy, trust and attention to detail.
Digital was the primary focus. The previous experience lacked differentiation from the parent brand, so the refreshed approach clearly articulated the value of a dedicated five-star welcome service. Messaging was simplified and restructured to foreground hospitality, professionalism and human interaction.
The new website was built to clearly communicate services, elevate perception and support lead generation. Combined with a suite of supporting digital assets, the refresh positioned Anabas Welcome as a premium, approachable service that enhances first impressions in modern workplaces
to be continued
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Art Direction
Brand Building
Marketing Strategy
Print + Digital Design
Anabas Welcome
Anabas Welcome was refreshed as a distinct yet connected sub-brand of Anabas, the UK’s leading facilities management provider for premium workplaces. Positioned as a five-star reception and front-of-house service, the digital identity needed to feel warmer, more human and service-led than the parent brand, while still reflecting the quality and professionalism Anabas is known for.
The design direction focused on approachability and clarity. A softened visual language, refined typography and confident use of tone helped shift the brand from corporate to welcoming, without losing credibility. The digital-first system was designed to flex across a range of touchpoints, from marketing assets to a fully redesigned service website, ensuring consistency and ease of use throughout the customer journey.The strategic goal was to better align Anabas Welcome with its specific audience – workplace managers and decision-makers seeking high-end, people-first reception services. While Anabas operates at scale, the sub-brand needed to communicate intimacy, trust and attention to detail.
Digital was the primary focus. The previous experience lacked differentiation from the parent brand, so the refreshed approach clearly articulated the value of a dedicated five-star welcome service. Messaging was simplified and restructured to foreground hospitality, professionalism and human interaction.
The new website was built to clearly communicate services, elevate perception and support lead generation. Combined with a suite of supporting digital assets, the refresh positioned Anabas Welcome as a premium, approachable service that enhances first impressions in modern workplaces