Giving Hospitality’s Most Trusted Procurement Platform a Brand Built to Match
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Think about what it takes to run a world-class hotel. Every towel stocked, every ingredient prepped for service, every capital purchase tracked to the penny. Behind every seamless guest experience is an operational backbone almost no one sees. For hospitality brands powering millions of those experiences globally, that backbone runs on BirchStreet.
BirchStreet is the leading hospitality procurement platform, connecting hotels, resorts, casinos, and food service operations to the suppliers, workflows, and financial controls that keep properties running. For more than two decades, the company has been the operational foundation that lets hospitality teams focus on what they do best: creating exceptional guest experiences.
Following two strategic acquisitions that extended BirchStreet’s reach into midsize hotel chains and private clubs, the company faced a pivotal question: did its brand tell that story? The answer was honest: not yet. BirchStreet was now something bigger—a platform built exclusively for hospitality, powered by AI trained on decades of industry-specific data, purpose-built to free operators from procurement complexity. That story deserved a brand to match.
From Product Talk Track to Value Narrative
BirchStreet turned to Greenough to lead the transformation. We started where every meaningful brand engagement starts: deep in the market. Through competitive and industry analysis, we mapped how peers were positioning across the hospitality tech landscape and found the white space. No competitor owned the intersection of deep hospitality domain expertise and AI-native intelligence. BirchStreet could.
From that foundation, we developed a messaging and positioning architecture built on three truths: BirchStreet is built exclusively for hospitality. Its AI is trained on decades of hospitality-only data. And its platform eliminates the operational friction that pulls teams away from the guest experience. Persona development translated that architecture into language tuned for each buyer—procurement directors, finance leaders, multi-property executives, and group purchasing organizations —connecting capabilities to the outcomes that matter most in their role.
A Visual Identity Built for a Market Leader
With the strategic foundation set, Greenough’s brand identity team brought it to life visually. We evolved BirchStreet’s logo, color system, typography, and iconography to signal what the brand had become: sophisticated, intelligent, and unmistakably rooted in hospitality. The centerpiece was a full overhaul of birchstreetai.com—restructured to align with how buyers evaluate procurement technology, refreshed with new copy and a visual design system worthy of a global category leader, and optimized for user experience, AEO and SEO. Creative assets for video, social and brand campaigns extended the identity into market-facing channels, giving the team a repeatable framework for building awareness and preference.
What BirchStreet carries into the market today is a brand that tells the whole story—its singular focus on hospitality, the intelligence built into its platform, and its role as the partner operators trust to clear the path to exceptional guest experiences.
Ready to build a brand that does justice to what you’ve built? Let’s make it a moment.
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
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Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
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