Acttiv
Information about Acttiv
APPROACH
Acttiv is one of the leading companies in tourism entertainment in Spain, with more than twenty years of experience and a presence in destinations both in Spain and abroad. It started out in hotel entertainment and expanded from there: consulting, training, talent acquisition and management, artistic productions and digital product development. An organization split between central services and on-site branches, working simultaneously for two very different audiences: the hotel that hires it and the guest who experiences it.
CHALLENGE
The project kicked off with internal interviews and a brand audit that revealed a clear gap between what Acttiv did and what the market perceived. The company was still seen as an entertainment provider, when its value chain already spanned consulting, training, talent and artistic creation.
That mismatch limited access to higher-value conversations with the hotel client, held back the development of new business lines and left a geographically dispersed organization without a shared narrative. On top of this, there was an ecosystem of independent brands operating in parallel, duplicating efforts without transferring brand equity to the parent brand.
SOLUTION
Baud built Acttiv’s complete brand platform, from philosophy to promise, around an idea that already existed within the company without ever having been articulated: the value of connecting.
From that foundation, we worked on the brand architecture, the implications that translate strategy into operational decisions, and the complete verbal identity: tone of voice guidelines, tagline, and a messaging matrix calibrated by audience. The project then extended to the visual identity, applications, internal brand training, and activation across owned channels.
The value of connecting
People open up when they feel calm and safe. That is when true connection happens, with others, with the place, and with oneself. A simple idea that Acttiv had been putting into practice for twenty years without ever putting it into words.
From this comes the Purpose: to create moments of fulfillment that inspire guests to connect with themselves, with other people and with what they long for. The focus shifts from the activity to its effect, opening up a territory of its own for the company in a sector used to talking about programming and occupancy.
From hotel activities to entertainment
The Positioning establishes Acttiv as the expert that evolves tourism entertainment in step with society to satisfy both professionals and guests. A position earned over twenty years in the trade that, until then, no one had ever put in writing.
A brand for the entire value chain
Architecture was where the strategy’s credibility was on the line. Acttiv operated as a set of brands that collaborated according to business needs, with consulting and artistic production living outside the parent brand. Flexibility, yes, but at the cost of diluting the group.
We proposed consolidating the offering under a single brand, integrating consulting, talent and artistic creation as areas of specialization. Entertainment thus shifts from defining the company to being one of its specialties, the one that trains and retains the best talent in the sector.
An architecture designed for growth, not just for the present.
Four keys, one voice
The verbal identity translates the strategy into a concrete way of speaking at each touchpoint. It was built on four tone keys: deeply human, energetic, expert, and positive. The internal team, the entertainers, the hotel client, and the industry all receive the same brand in different proportions.
Create connections, generate harmony.
Connecting to transform
Today, Acttiv has a complete brand platform, a well-ordered architecture and a verbal and visual system that keeps pace with its actual evolution. The company has a shared narrative for speaking to the hotel, the guest, talent and the industry, along with an internal culture framework that carries it throughout an organization spread across destinations.
What transforms, endures.