Best of 2013: Travel and Transport Rebrand
Name of Project: Travel and Transport Rebrand
Objective: Travel and Transport, an Omaha-based full service travel management company, first came to us for a logo update — but, as we went through our initial analysis, we recognized a need to rebuild the company’s brand architecture from the ground up. To create a sense of cohesion and unity that could strengthen Travel and Transport’s brand and more clearly represent its wide range of services.
Specifically, we saw the benefit in bringing the company’s multiple service logos under one branded “Travel and Transport” moniker. After all, Travel and Transport had built 67 years of valuable brand equity with their name. We wanted to help them maximize it.
Process: After an extensive discovery phase in which we interviewed key stakeholders within the company, surveyed customers, researched competitors and worked closely with the company’s top executives and marketing department, we developed a new approach to the brand that focuses on bringing the emotion back to travel through human imagery and messaging that fosters a more personal connection with its audience.
Our strategic approach involved rolling out the updated brand (consisting of a new logo, new tagline, new brand standards and more) to an internal audience first — a step that would ensure consensus and clarity among the company’s 1,100 employees.
The external launch that followed included the introduction of a new website, blog, and ad campaign designed to highlight Travel and Transport as the unifying parent company offering services in multiple divisions, including vacations, events and loyalty programs.
Results: Since the launch of the updated brand, Travel and Transport has seen its web traffic more than double — and has received an overwhelmingly positive response from employees and customers alike. The company has seen a significant increase in communication by industry press asking for feedback and comments on important industry issues.
Going forward: The new tagline we developed for Travel and Transport is “Going Places”: a statement that holds meaning on multiple levels. It’s no doubt that this company is going places, and, as we continue to help implement the new brand, we’re excited to be along for the ride.