Case Study: Travel Associates Brand Guidelines
Role: Senior Graphic Designer
Deliverable: Comprehensive Brand Identity Guide
Challenge:
Travel Associates, a premium arm of Flight Centre Travel Group, needed a refreshed visual identity that would reflect its luxury positioning while ensuring consistency across global marketing touchpoints. The goal was to create a comprehensive brand guide that empowered internal teams and external partners to deliver a polished, unified brand experience.
Travel Associates, a premium arm of Flight Centre Travel Group, needed a refreshed visual identity that would reflect its luxury positioning while ensuring consistency across global marketing touchpoints. The goal was to create a comprehensive brand guide that empowered internal teams and external partners to deliver a polished, unified brand experience.
Approach:
Collaborated with marketing leads and stakeholders to translate brand strategy into a clear visual system, elevating Travel Associates’ premium, bespoke image.
Developed a detailed brand guidelines document covering logo usage, color palettes, typography, tone of voice, photography styles, and layout systems.
Crafted digital and print-ready assets to demonstrate correct applications, ensuring the guide was both inspirational and practical for day-to-day use.
Applied storytelling and design hierarchy to make the guidelines not just rules, but a creative toolkit that reflected the aspirational nature of luxury travel.
Outcome:
The finalized Travel Associates Brand Guidelines provided a cohesive and scalable system that strengthened brand recognition and empowered global teams to maintain consistency across campaigns, print collateral, digital platforms, and advertising. The project not only elevated the brand’s identity but also streamlined creative workflows, enabling teams to confidently design within a clear framework.
The finalized Travel Associates Brand Guidelines provided a cohesive and scalable system that strengthened brand recognition and empowered global teams to maintain consistency across campaigns, print collateral, digital platforms, and advertising. The project not only elevated the brand’s identity but also streamlined creative workflows, enabling teams to confidently design within a clear framework.
