A brand strategy that delivers what really matters to ATPI

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

Through workshops, customer research and SLT interviews, we looked at what was common across the group. Practical aspects of the service were important: excellent client experience, 24/7 support, global consistency, duty of care, and local expertise around the world were all reasons why ATPI is so successful.

But a deeper emotional insight really stood out. ATPI customer research analysis told us, “No one goes further than ATPI to ‘get’ our business, understand what we need and find ways to make it happen”.

So after creative collaboration with ATPI leadership, we created a new purpose statement that became an internal mantra and an external tagline, uniting all parts of the business.

BRAND STRATEGY | BRAND WORLD | BRAND SYSTEMS

ATPI ‘Delivering what really matters’.

This powerful but simple statement was mirrored in the logo. The focal brackets were a key component of the brand world. They were used across all comms to highlight the benefit ATPI delivered to its customers. This simple and iconic DBA was easily implemented from corporate to sports, from marine to events.

The extensive brand world guidelines consisted of design systems, a distinctive colour palette and photography suite representing each business division. Supported by a set of secondary DBA brackets with textural elements, a suite of infographics and 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.