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A BRAND INSPIRED BY NATURE & BUILT TO GROW
● REBRAND
● ASSET DESIGN
A complete visual and verbal identity redesign that clarified positioning, differentiated the brand in a stagnant market, and accelerated commercial performance.
THE CHALLENGE
The client’s brand had become unclear after shifting target markets and a post-pandemic strategy change. Originally straddling B2B and B2C, the collapse of the B2C travel market exposed the lack of a clear identity and strategic narrative. Having outgrown its start-up image and emerging as a serious challenger, the business needed a cohesive, confident brand capable of supporting its ambition to become the UK market leader.
CREATING A BRAND THAT IS DISTINCTIVE & FUTURE-PROOF
THE DISCOVERY
The project began with a comprehensive brand audit to understand existing assets, inconsistencies, and missed opportunities across visual identity, tone of voice, and messaging. This was paired with competitor analysis, which revealed a category dominated by dated corporate aesthetics and near-identical visual language.
THE DESIGN PHASE
Rather than following industry norms, the creative direction intentionally broke from convention. Nature was used as the core visual metaphor, enabling abstract but powerful storytelling around key brand pillars such as volatility, strength, partnership, liquidity, and agility.
THE ROLL OUT
Three distinct creative routes were developed, each exploring colour palette, typography, imagery, and tone of voice to test appetite for boldness and differentiation. Once a direction was selected, a full visual and verbal identity was created and codified into brand guidelines, demonstrating application across web, marketing, and communications — creating a brand with clarity, confidence, and a compelling story.
After a final phase of tweaks, the brand was presented company-wide to ensure full adoption and employee buy-in. The phasing out of the historic brand continued for a further 4 weeks.
SOME APPLICATIONS OF THE BRAND
THE STORY OF SUCCESS
97%
EXISTING CLIENT NEW BRAND APPROVAL
-15%
TIME SPENT ON LEAD-CLIENT CONVERSIONS
16
WEEKS FROM CONCEPT TO DELIVERY
KEY LEARNINGS
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Strong brands are built on strategic clarity, not just visual refreshes
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Category differentiation often comes from breaking conventions, not refining them
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Storytelling frameworks make abstract propositions tangible and memorable
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Testing creative appetite early enables bolder decisions with stakeholder buy-in