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A smarter, better re‑brand
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A Case Study
THE BRIEF
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Create a vibrant new brand and identity system that represents TTG's new strategic positioning for ‘smarter, better, fairer travel’. Staying true to the core intent of the first ever TTG publication that launched 66 years ago, the new TTG publication needed to capture the act of connecting suppliers of travel with sellers of travel, but in a contemporary and refreshing way.
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TTG was formed in 1953 as a weekly travel industry publication and are the world’s oldest travel trade magazine. Working with travel agents, tour operators, airlines, cruise companies, hotels, tourist boards, rail travel, ferry lines, business travel and web-based operators. O&G were originally briefed to update and refresh the brand, magazine, and key collateral, as well as creating brand identity guidelines.
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The re-brand was driven by extensive market research, focus groups and a new vision around the ‘smarter, better, fairer travel’ messaging. In addition, the business brand hierarchy needed to be fully considered, as well as digitally future proofing the brand.
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Branding
Art direction
Design
Editorial design
Brand guidelines creation
Launch event film
THE SOLUTION
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The creation of a contemporary and smart brand identity system. This was initially brought to life through the re-design of the magazine. This was key to the project and had to be user friendly, informative, easy to navigate, create and attract advertisers. The new size format is also more practical and printed on environmentally friendly stock, in alignment with TTG’s values.
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TTG’s traditional customer base includes a range of travel and tour operators as well as travel industry suppliers. The new brand and magazine needed to ensure that this market was still catered for, whilst also aiming to engage and increase the customer base that they were keen to attract.
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Following their new strategic positioning, we created a new brand hierarchy including corporate, product and sub brand logos – a fully comprehensive identity system. This was fully encompassing of colour, typography and photography within interactive brand guidelines, to ensure design continuity across all delivery channels.
Sub-brand structure
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Brand guidelines
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Magazine redesign
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Podcast identity
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“It was a pleasure to work with O&G from the start. They listened closely to our brief, took the time to really understand the business and responded quickly as the project evolved. The team came up with a whole new dynamic brand for TTG, which not only looks fresh and modern, but also underpins the whole business.”
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Daniel Pearce, CEO
THE RESULTS
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The launch event at the Transport Museum in Covent Garden was a great success and the refreshed brand and publication were well received across the travel industry. Additional success came in the form of winning the B2B Launch/Relaunch of the Year and Highly commended for Business Publication of the Year at the PPA Independent Publisher Awards.
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