Hemingways Travel

The Client

Project Scope

Hemingways Travel (formerly known as Express Travel Group) is an IATA accredited Travel Management Company (TMC) and has been in business since 1955. They provide a full range of travel management services, delivering a high tough, personal level of travel expertise focusing on value for money and duty of care for their customers.

Brand Strategy
→ naming
→ positioning
→ differentiation

Brand Identity
→ visual: logo, colors, fonts
→ guidelines: brand guidelines, imagery guidelines

Brand Implementation
→ business cards
→ letterheads

The Problem

The Solution

Express Travel Group was adding a new product to serve a different customer segment. They had also outgrown their brand identity and needed to develop a new one to serve them into the next stage of growth.

We were commissioned to develop the identity and implement it to key elements while aligning better with Hemingways Hospitality Group and not lose their 65 year old heritage. All this was to be captured in guidelines for the Brand Identity and Brand Imagery.

Our strategic approach was to dive into the essence of what Express Travel was morphing into. We had an in-house session with all the key players in the company to understand the vision, leading to the Brand Name.

By finding what visual elements were iconic in the old visual identity through customer research, we developed a Brand Identity that was minimalist and dual in nature. We used planes and people as inspiration for our visual language - creating a paper-plane logo type, a rotation of people cheering. For application, we still retained the excitement and professionalism of the brand.

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