Ultratravel Collection


Global Hotel Alliance


Travel & Leisure


London – United Kingdom

project Type


The Ultratravel Collection is a part of the Global Hotel Alliance (GHA) portfolio of loyalty programs that caters to the discerning needs of the world's most affluent travelers. It is a carefully curated collection of over 300 luxury hotels and resorts worldwide, offering personalized experiences, exceptional service, and exclusive privileges to its members. The Ultratravel Collection provides access to a range of benefits such as room upgrades, late checkouts, complimentary breakfasts, and unique local experiences that are tailored to meet the individual preferences of its members. With a focus on creating unforgettable experiences, the Ultratravel Collection is the ultimate loyalty program for those who seek the very best in luxury travel.

What we did

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

The project

To establish a cohesive and distinct identity for their premium brand on a global scale, the Ultratravel Collection team aimed to develop a unified visual style. As a member of the world's largest hotel brand alliance, they recognized the need for a comprehensive set of brand guidelines that would maintain consistent usage of their logo across a range of applications for their global partners and endorsement opportunities.

The Results
Conducting extensive research, we sought out an opportunity to distinguish the Ultratravel Collection brand from the oversaturated luxury hospitality market. Drawing inspiration from the unique Local Experiences offered by the collection, our creative team crafted a complete visual identity and marketing materials. We made slight modifications to the existing logo and created a comprehensive brand guideline document that considered the multitude of requirements a global brand must meet.

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