A brand world redefining travel commerce
Travelport is a travel tech company. It connects the world’s leading travel providers (airlines/hotels/car/cruise) with online and offline travel buyers in both consumer and corporate travel agencies as well a travellers direct via online apps and websites.
While each division of the global business was hugely successful, it lacked a connected positioning and design system to bring everything together as one brand, and explain the value of the brand to customers and investors in a simpler way.
Purple were commissioned to commercialise the Travelport brand identity and arm it with a new set of brand tools that:
- Simplified the value Travelport brings to its customers
- Amplified its advantages over its competitors
- Promoted its competitive strengths
- Unified the multiple business divisions
- Created a rallying cry for internal audiences and marketing functions
Brand world | Brand purpose | Brand positioning | Design system | Brand voice
We based our work around a new brand idea that encapsulated why Travelport’s technology, purpose and promise was unique:
Redefining Travel Commerce
This single-minded idea was rolled out internally, then across each of the business divisions. The strapline was added to the logo to ensure 360˚ integration, and a new ‘redefined’ image style, typeface, design system and tone of voice was introduced.
The new-look Travelport was launched at the New York Stock Exchange. A giant outdoor poster proudly displaying the new message to investors, eager to get involved with this dynamic and fast-moving brand.
That’s fascinating…
We created the visual design system for Travelport to show how multiple travel providers come together in one place so they can be compared and booked.
That’s the value of a connected travel commerce platform.
“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.”
Axi
Brand world & launch
Castrol
Sponsorship campaign