Every business has its defining moments – those challenges that test your resilience and force you to decide whether to step back or step up.

For us, that moment came when we were told that the name we had poured heart and soul into, AirFreedom, could no longer be ours.

At the time, it felt like the ground had shifted beneath us.

We weren’t just losing a brand name; we were being asked to let go of an identity that carried our story, our vision, and our passion. But sometimes, what feels like an ending is really the beginning of something stronger.

That was the moment Guesture was born.

Why Guesture?

When faced with the reality of building a new brand, we knew this couldn’t be just a quick fix. If we were going to let go of AirFreedom, its replacement had to carry equal – if not greater – meaning.

We wanted a name that embodied our mission, our values, and our promise to those we serve. After much reflection, one word felt right: Guesture.

It’s more than just a clever play on words. It’s the merging of two ideas that capture who we are at our core:

• Guest – the people at the heart of everything we do. From families staying in our apartments, to companies trusting us with their cleaning needs, our focus has always been on making guests feel cared for.

  
  

• Gesture – the small, thoughtful acts that make a lasting impression. A spotless room. A warm welcome. A detail remembered. These little touches elevate the everyday into something memorable.

  
  

Together, they form Guesture – a name that feels human, intentional, and deeply connected to our purpose.

From Challenge to Opportunity

When the legal letter arrived, it felt like heartbreak. But looking back, it was also a catalyst. We had two choices: see the situation as defeat, or turn it into an opportunity to grow stronger.

Guesture represents that choice.

By letting go of what we couldn’t keep, we created something future-proof, distinctive, and secure. Our new identity isn’t just legally protected – it’s strategically aligned with who we are and where we’re heading.

The process taught us a powerful lesson: setbacks don’t define your story. Your response does. And ours was to transform fear into focus.

A Name That Truly Fits

AirFreedom was born from a personal moment of inspiration – watching paragliders soar above Abergavenny. It carried the spirit of freedom, of boundless travel, of vision.

But Guesture feels even closer to our everyday mission. It’s not abstract; it’s grounded in what we actually do.

Whether through our accommodation services or our cleaning work, we exist to serve. To make guests feel welcome. To show care through thoughtful gestures.

This is why Guesture doesn’t just feel like a new chapter – it feels like the name we were meant to have all along.

Strength in Resilience

Rebranding isn’t just about changing a logo or a website. It’s about reshaping identity. For a small business, that can feel daunting, even overwhelming. But what could have been a breaking point became a moment of resilience.

With the support of Tennant IP guiding us through the legal landscape, and the determination of our team to keep moving forward, Guesture emerged as more than a survival tactic. It became a symbol of strength, adaptability, and vision.

We realised that a name isn’t just what you call yourself. It’s a promise. And our promise, under the Guesture banner, is one of service, trust, and care.

Looking Ahead

Guesture is not the end of our story – far from it.

It’s the beginning of a stronger, more focused chapter. A brand that doesn’t just reflect where we’ve been, but points to where we’re going.

• We’re building with resilience – stronger because of what we’ve overcome.

  
  

• We’re moving with purpose – every decision rooted in our values.

  
  

• We’re looking to the future – shaping a brand that can grow, evolve, and endure.

  
  

What started as heartbreak has become our foundation for growth. Guesture is proof that when challenges come, they can be the very things that push you towards clarity and strength.

Not the Final Chapter

Guesture is here, and it feels right – but this is not the final word. It’s a turning point, a launchpad for what comes next.

In the next and final chapter, we’ll share what Guesture stands for today – the values that guide us, the vision we carry, and why we believe we’re stronger than ever.

Because this journey isn’t just about a name. It’s about who we are, what we stand for, and how we continue to grow – together.