Brand strategy that delivers what really matters to ATPI

ATPI is a world-leading travel and events solutions provider, helping corporate teams, sports teams, marine crews and large-scale global event brands manage travel planning across a range of specialist businesses.

While hugely successful in different specialist areas, the holistic master brand was lacking a cohesive messaging and comms framework to bring the divisions together.

Through workshops, customer research and SLT interviews, we looked at what was common across the group. Soon a deeper emotional insight really stood out – with customer research analysis telling us: “No one goes further than ATPI to ‘get’ our business, understand what we need and find ways to make it happen”.

Brand world | Brand strategy | Design systems | Brand voice

It lead us to create a new purpose statement that became an internal mantra and an external tagline, uniting all parts of the business:

ATPI ‘Delivering what really matters’

This powerful but simple statement was mirrored in the logo, including focal brackets to highlight the benefit ATPI delivered to its customers in the wider brand world. This simple yet iconic DBA was implemented from corporate to sports and marine to events.

Our extensive brand world guidelines included design systems, a distinctive colour palette and a photography suite for each business division. It was supported by a set of secondary DBA brackets with textural elements, a suite of infographics and brand icons.

If your brand has a challenge, talk to Purple and let’s discuss how design and storytelling can help articulate the unique value your brand brings to your customers.