Ultratravel Collection

client

Global Hotel Alliance

sector

Travel & Leisure

Location

London – United Kingdom

project Type

Rebrand

Launched in 2013 with Ultratravel magazine in the UK, Ultratravel Collection, a joint venture between Global Hotel Alliance (“GHA”), the world’s largest alliance of independent hotel brands and operator of the award-winning, multi-brand loyalty program, DISCOVERY, and multi-media brand Ultratravel, last night sponsored another glittering and star-studded awards ceremony. Held at the Emerald Palace Kempinski Dubai, the newest landmark destination for grand design and regal interior, the 13th annual ULTRAs celebrated the success of the leading travel companies in the world voted by the readers of The Telegraph’s luxury travel magazine and members of the DISCOVERY loyalty program.

What we did

Brand Strategy / Tone of Voice / Brand Identity / Brand Guidelines

The project

The Ultratravel Collection team wanted to create a close look & feel for the global set-up to outline a clear direction for the premium brand. Being a member of the largest alliance of hotel brands, Ultratravel Collection team required a comprehensive set of brand guidelines that would ensure logo usage consistency across various applications for the partners around the globe and endorsement opportunities.

The Results
We performed in-depth research to find an opportunity to differentiate the brand within a saturated luxury hospitality market. Inspired by the Local Experiences, the creative team rolled out full look & feel and marketing materials for the Ultratravel Collection brand. With slight adjustments to the existing logo, we developed a brand guideline document, keeping in mind the comprehensive number of requirements a global brand may face.

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