BRAND:
Travelport
CLIENT:
Cendant Travel Distribution
BACKGROUND:
Before Cendant could spin off its travel distribution business, it needed a story that would highlight the value of its unique 21 brand portfolio, which included Orbitz, Galileo and GTA.
ACTION:
We began through market research and executive interviews which led to a range of possible stories for the new company. A series of workshops resulted in consensus around the idea of rallying the company around “exceptional travel experiences.”
The name Travelport was selected from Cendant’s existing trademark base, reducing the time and costs typically associated with registering a new name globally. A new visual identity system brought the personality of the company to life. The refreshingly easy tonality and clear, professional look of Travelport communications helped distinguish the brand from competitors while inspiring employees to place greater emphasis on service. We assisted in creating key communications materials to ensure the success of both the employee and public launch of the brand.
“With unmatched global reach, relevance and local expertise, Travelport opens new possibilities and delivers greater value every step of the way. Whether you're a traveler, travel professional or travel supplier, we offer more ways for you to create and enjoy exceptional travel experiences.” - Jeff Clarke, Travelport CEO
DELIVERABLES:
Research, Internal Interviews, Brand Architecture, Brand Strategy, Brand Story, Travelport logo, Orbitz Worldwide logo, updated Galileo logo, Design, Digital, Signage, Marketing Communications & Launch
LEARN MORE:
www.Travelport.com
www.Orbitz.com
ROLE:
Michael Thibodeau - creative director and lead designer working with Cendant Travel Distribution, Orbitz, Travelport and Verse Group.