Improving cohesiveness
Having experienced organic growth, TravelEdge was beginning to face fragmented brand equity exacerbated by internal and external confusion.
uberbrand was commissioned to define the group and update the look and feel of the business to showcase its strength and reach.
As part of the refresh it was important to improve internal cohesiveness across the portfolio to best articulate its vision for the future.
A strengthened perception
The perception and relationships we’re linked and strengthened through the creation of a new group platform, brand architecture strategy and realigned brand portfolio delivered by a uniquely connected visual identity system.
Critical to the development was the articulation and alignment of people and culture.
With the brand values and personality traits being encoded into internal communications, through artwork, brand books and other activations.
The rollout was a success and most importantly, its people have a deeper relationship with the TravelEdge brand.
“Undergoing an integrated brand refresh has not only helped the company better reflect the relationship and strength of its five brands to customers, it’s also lifting staff engagement. Creating a burning platform, so we have set the vision for the next 15 years.”
