What ten years inside a team looks like
Most agencies work in projects. They come in, deliver something, and move on.
We’ve worked with UnderTheDoormat Group differently. For more than ten years, Huskii has been embedded inside their creative process, not as an external supplier brought in for specific jobs, but as the consistent creative partner that the business has grown around. We’ve been there long enough to have built the brand before most of the current marketing team joined.
In that time, the group has evolved from a single short-let brand into a portfolio of four: UnderTheDoormat, Hospiria, TrustedStays and Veeve. We built each one from scratch (or, in Veeve’s case, adapted an acquired brand to carry the group’s identity). We designed the UTDG group brand. And through every phase of growth, restructure and acquisitions, we’ve remained the creative constant inside a business that kept changing around us.
This is what that partnership has produced…
Richard Bridger
COO
UnderTheDoormat Group
Where it all started
Hospiria
A property management platform, built from the inside out
UnderTheDoormat’s years of hands-on property management gave the team a clear-eyed view of what the industry was missing. Hospiria was their answer: a property management platform built by people who had lived the problem.
Because we’d been embedded in the business throughout, we understood the thinking behind it. We evolved the Hospiria brand from scratch, then built out the full ecosystem around it, the app interface, feature illustrations, marketing materials and exhibition stands. Everything tied back to the same strategic positioning: a tool made by operators, for operators.
Kate Liberty
Chief Marketing Officer / Head of Growth (2019-2021)
UnderTheDoormat Group
From pandemic response to corporate travel platform
TrustedStays didn’t start as a brand. It started as ‘Homes for NHS’, UnderTheDoormat’s initiative to house frontline healthcare workers during the pandemic, offered free of charge. When that initiative demonstrated the appetite for verified, quality-assured short-term accommodation beyond the leisure market, it became the foundation for something bigger.
The opportunity was clear: take the legitimacy of the NHS scheme and use it to build a platform that could unlock government and corporate procurement. A market that required a different kind of trust signal than consumer short-lets.
We built the TrustedStays brand with that positioning in mind: credible, institutional, built to sit comfortably alongside NHS and government procurement frameworks. Then we built the first iteration of the booking platform, the marketing website, and the full suite of collateral, from exhibition stands to presentation decks. Many years on, we’re still supporting their marketing team.
Adapting an acquired brand without losing what made it work
When UTDG acquired Veeve in 2024, the brief was delicate: Veeve had its own brand equity and its own audience. The goal wasn’t to overwrite it with the UTDG identity, it was to find where the two brands could meet, and bring the best of both into alignment. We worked closely with the team to adapt the Veeve brand so it carried UTDG’s distinctive signals without losing the quality that had made Veeve the perfect acquisition. The result is a brand that fits within the group portfolio while still feeling like itself. Since the acquisition, we’ve been embedded in Veeve’s day-to-day creative output, building social media templates, producing marketing collateral, and designing the Canva and PowerPoint systems that let their team work quickly without drifting from brand.
Designed to be handed over
One of the most common frustrations for in-house marketing teams: a design agency builds something beautiful, and then the team can’t touch it without breaking it.
We work differently. When we design for UTDG’s brands, we also build the systems that let their teams work independently. That means Canva templates calibrated to the right level of editability, flexible enough to move at the pace of a marketing calendar, locked down enough to stay on brand.
The measure of a good embedded creative partner isn’t just the work they produce. It’s how well the team can operate after they’ve stepped back.
