Why We Evolved Our Brand: Building an Identity That Makes Hoteliers More

Why evolve our brand?

Because the people we build for don’t stand still, and neither should we.

We weren’t just redesigning visuals. We were rethinking how we show up in the hospitality tech industry. Rethinking what it truly means to serve independent hoteliers who are building their businesses with grit, creativity, and a whole lot of heart.

“Independent hoteliers are more than hosts, they’re business owners, visionaries, and operators who do it all,” says Tarryn, Head of Marketing. “Their software should match that.”

It was about creating a brand that reflects their momentum, personality, and purpose.

“With ‘The HMS that makes you more,’ we’re positioning ourselves as a challenger brand that mirrors the hustle of real hoteliers.”

We Make Hoteliers More: So Our Brand Had to Be More Too

RoomRaccoon has always been self-built, purpose-driven, and focused on helping hoteliers grow, so it needed a brand identity bold enough to match that promise.

So we stepped back. We mapped, we charted, we questioned. Until the answer became clear.

“We had plenty of ideas and proof points, mindmaps, SWOT charts, checklists, the works,” says Lindsay, Senior Brand Manager.

“But we needed to distil them into something meaningful. What did we land on? RoomRaccoon is the hotel management system that makes you more. Yes, you’ll drive more bookings and increase revenue. But most importantly, you’ll have more time to be the hotelier you set out to be: someone who creates unforgettable experiences for your guests.”

What’s New And Why It Matters

As a global company with teams and customers across Europe, the US, and Africa, one of our biggest undertakings was refreshing RoomRaccoon’s 11 regional websites. Here’s what that looked like.

1. Curved lines = forward motion

At first glance, they simply guide your eye across the screen. But they’re also a symbol of motion. Of transformation. Of progress.

For hoteliers, they reflect the daily rhythm of operations. For guests, they echo the travel journey, fluid and rising, like rolling mountain ranges. And for us, they represent the forward momentum driving our mission to become the #1 HMS in the world.

2. Color that feels like home

Teal still leads the way; it’s our signature. But now it’s joined by mint, mulberry, and amber. These new colors align directly with the RoomRaccoon product interface, creating a seamless connection between brand and platform.

It’s a strategic move that makes the brand instantly recognizable and the experience more intuitive, especially for new users.

In fact, 9 out of 10 hoteliers choose RoomRaccoon for its ease of use, and this refreshed palette reinforces that trust from the very first click.

3. Photorealistic System Graphics (PSGs)

Photorealistic System Graphics (PSGs) are our new not-so-secret weapon. These visuals go beyond static screenshots. They showcase the real RoomRaccoon UI, stylised and placed in real-hotel scenarios like a guest check-in, a front desk interaction, or an upsell in motion.

The goal? To help hoteliers instantly understand not just what the platform does, but how it fits into their day-to-day.

“We wanted to capture the ease of use of our interface through sleek, modern visuals,” says James, Senior Designer behind the new website graphics. “By placing real UI at the heart of each image, hoteliers get a clear, accurate view of what to expect. No more abstract concepts, just a tool that shows exactly how it can give you more.”

With over 800 PSGs created and localised for each market, these graphics help bring RoomRaccoon’s functionality to life in a way that feels both intuitive and deeply familiar.

4. Illustrations for every property type

From hostels and motels to boutique hotels and serviced apartments, we created tailored illustrations to represent the diversity of the independent hotel world.

Each one is designed to reflect the distinct personality of our users and showcase how RoomRaccoon adapts to them, not the other way around.

Where We Go From Here

This brand refresh marks a turning point, not a finish line. It’s not just about how we look. It’s about how we operate, innovate, and continue to serve.

“This wasn’t just about adding more colors, shapes, product graphics, and personality to our website,” says Arya, Mid-Level Designer. “It was about setting a higher standard for excellence. We’re challenging ourselves to do more for hoteliers and inspire more through our brand.”

RoomRaccoon has always believed in building for the bold. This new identity ensures we show up that way now and in the future.