Intelligent online hospitality software developed by two leading South African entrepreneurs: James Peech, owner of one of the top listed boutique hotels in Johannesburg, and Angus Moir, owner of a niche software development company. The solution seamlessly manages the complete guest journey and experience.

The name development for this brand was key to the project; it needed to exude the qualities of a hotel concierge, speak of warm hospitality and service whilst remaining an entirely online digital experience for both guest or hotel employee. The name Benson was chosen because of these very human characteristics. Inspired by the '80s TV show with the same name, where Benson DuBois is an exceptionally smart and skilled family Butler, he always manages to keep his head, no matter what is thrown at him.

The brand's visual language and UI is very fresh, level-headed and clear, always allowing the user to interact and engage with the software in any hospitality environment.

The logo began at crafting the perfect bowler-style hat symbol, it needed to represent the old-style charm of butlers and concierges while remaining beautifully clean and graphic. The details of the symbol flow naturally into the wordmark – with generously kerned, contemporary, rational and transparent sans serif typography.

Visit bensonsoftware.com

Agency The New Black
Creative Director & Brand Designer Christopher Gough Palmer
Art Director & Visual Language Designer Marina Greaves
Digital Development Agatha Code Architects