For the latest episode of K2’s Personally Speaking podcast, series host, K2’s Global Marketing Director, James Marshall, is joined by Managing Director of Bespoke Services, Daniel (Dan) Natoli to talk about the recent Bespoke rebrand.
Episode 9 (Bespoke):
Dan has more than 25 years’ experience working in the mobility industry and, as he explains at the beginning of this episode, has spent the majority of that time delivering relocation services for the executive tier population.
Having earned his stripes managing moves for directors and partners at an investment bank, where demands and expectations were high, Dan was well placed to be part of the original team behind developing and launching K2’s Bespoke service offering in 2019, two years after joining the business.
After providing some background around the professional journey that led him to his current role of Managing Director of Bespoke Services, Dan talks a little about the driving force behind the creation of Bespoke, and the differing, highly specialist approach required to meet the needs of high net worth individuals and business critical employees.
Since its initial launch, K2 Bespoke has evolved significantly and as such, in mid to late 2024 plans got underway to initiate a project to revitalise and elevate the Bespoke brand in a way that would reflect this evolution and the ‘above and beyond’ service excellence provided by the team.
Keen to lift the lid on the creative process, Dan hands over to James, who led on the rebranding project, to explain the thought behind the Beyond concept and share some of the ideas that didn’t make the cut. James also gives his views on why this particular project could never have been outsourced to an agency.
The pair go on to discuss what makes a brand identity (spoiler: it goes beyond ‘just a logo’), the importance of having the support of key stakeholders, and the need to create a brand that our K2 Bespokers could be proud to bring to life, every single day.