Redefining travel commerce
Travelport
Simplifying a complex brand world
Travelport is a travel tech platform that connects the world’s leading travel providers with travel sellers and direct consumers.
While this $2 trillion tech business was hugely successful, it lacked a connected positioning and simple way to unify it sector offerings. Our task was to connect the complex business divisions under one strategy and express the value of Travelport in a simple way to target customers and investors, ready for an IPO.
We set about commercialising the brand story, building from a central idea that encapsulated why Travelport’s technology, purpose and promise were unique and vital for the world and valuable for investors: “The Platform that is Redefining Travel Commerce for our customers”.
The new brand world was created, using a new ‘redefined’ image style, typeface, design system and tone of voice. The power lay in its consistency – it unified multiple business divisions and created a rallying cry for each marketing function.
Collaborating with the in-house brand guardian teams, the new Travelport brand was launched at the New York Stock Exchange, achieving the maximum value share price at IPO.
“This project has redefined global brand management in our industry. It’s a blueprint that proves if a B2B brand is brave enough to embrace the strategies, creative thinking and disciplines of B2C branding, the result is a totally fresh approach that creates real tangible value for the business.”
