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Stay22 turns 10 this year.
We're celebrating with a whole new brand.
Here's why we did it, and how.
It started with a map.
10 years ago Hamed, our co-founder and CIO, built an interactive map to help him find a place to stay near the Counter-Strike tournaments he would travel to. Andrew, our co-founder and CEO, saw it and thought: I know someone who could use that.
A decade later, that someone is more than 10,000 creators, publishers and platforms (including, I hope, you, the person reading this today).
We've grown up since that first map, but our core hasn't changed. The way we showed up just didn't look like us anymore, and didn't resonate with the people we're here for. So it was time to rethink our brand, from the ground up, because as our CEO Andrew always says…
“What got us here won't get us there.”
Be memorable. Be us.
When we kicked off the project, Rami, our Head of Marketing, set two simple goals for us.
Be memorable. People see thousands of brands a day and remember almost none. Being seen isn't the hard part. Being remembered is.
Be true to us. Stay22 isn't an average company. We're doers, a little geeky, and we truly care about our partners, our suppliers, and each other. The brand had to show it.
Keeping those two goals in mind, we ran more than 25 interviews with everyone the brand touched: Stay22 employees, suppliers, end users, and most importantly, our partners.
Their answers to these questions shaped everything.
What they're up against
Travel bloggers, publishers, event and ticketing platforms, weather and transportation sites, all look different on the surface, but they share the same reality: they're all businesses with audiences that have somewhere to go or something to buy, and they're leaving revenue on the table every day.
Search is shifting, and AI is rewriting how people find content, which means our partners are under pressure to do more with the traffic they have. They don't need another tool. They need a partner that works alongside them and makes the most of what's already there, without breaking what already works.
Why they stay
We asked our partners: "What's the single biggest reason you love working with us?" We kept getting the same three answers.
We are Personal. We have real people who share real insights, and the kind of support that makes you wonder why you ever waited.
Our platform is Lucrative. We make you money that you can clearly see, even on slow Tuesdays.
Using Stay22 is Effortless. You set it up once, and it keeps working, so you can get back to what you do best.
We took our partners’ answers, turned them into promises, and built our brand around them.
What they're chasing
We asked what they aspire to. The answer was, unsurprisingly, more freedom.
We then asked ourselves how we could support that. The answer was simple: freedom of time and money.
For our creators, that means living life on their own terms. Coffee at 11 a.m. with nowhere to be. The trip they actually get to take. Income that holds up in a slow month. Less time at the desk, more time on the road.
For our platform and publisher partners, it means financial relief. The pressure off, content and UI unspoiled, and new revenue on top of what’s already working. Time to innovate and focus on what matters most.
So freedom became our north star, and we wrote our mission around it.
Everything we built answered one question: does this give partners more freedom with their time and money?
Enough talk. Here's the gold.
“It's simple. We're a super‑linking company.”
That line shaped the whole identity.
Stay22 is the link between the people who inspire a trip and the best travel brands in the world. So the link became our S logomark and the base of our visual language.
It also gave us our winning formula: links + eyes = coins.
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Eyes are the attention our partners earn.
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Links are the connections we build.
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Coins are the revenue that comes when the two meet.
And coins buy the thing partners told us they want most: freedom. Together, they make a delightfully rich visual world, true to who we are and to the value we want to create.
Goodbye, tech blue.
Inspired by our logo, linking ovals tie everything together. They're human, always connected, and a little playful, like the people behind Stay22. Our colors are warm on purpose. We traded the tech blue we used to wear for gold, and built a palette that feels like golden hour with friends.
The ovals also frame our photography and put our partners in focus. Every image comes from a curated library licensed from our own creators, and we credit them wherever their work appears.
A new world, with a little more joy in it.
Our partners have it tough. Content and traffic have to work harder than ever. So we wanted every touchpoint to feel lighter and a bit more delightful.
That joy lives in the details. The golden palette, handcrafted illustrations, animations that feel happy to see you, and a voice that's a little poetic, but always real.
A line to live by.
StayGolden is our new tagline, and it works more like an affirmation for partners. It’s a cultural line about holding on to your spark before the world talks you out of it. That’s our story exactly. Golden also connotes wealth, in every sense of the word.
Finally, StayGolden means “keep the thing that made you start, and thrive because of it.”
See it move.
— Rami, Riham and the rest of the Stay22 team.
