Of course we all know a brand isn't just a logo; it's an experience. Beyond that, however, it is also a system that needs to consider how it will be used in the long run. Travel imagery is extremely diverse, but it is critical to showcasing the services, and can become very same-same if not leveraged properly.

In order to differentiate the brand, and ensure we could use all manner of travel photography in the process, we created a composite aesthetic that combined solid colour blocks with high-quality photography. This approach gave the marketing team the flexibility to create an endless stream of visual assets tailored for any application, united by a single, recognizable style but never limited to one kind of imagery.