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The Exclusive Travel Group (ETG) designs tailored, luxury travel experiences for the truly elite. No experience is alike, instead crafted with the desires of each affluent customer in mind. Expanding its offering across Australasia, Papua New Guinea, and the South Pacific, ETG approached Tiny Hunter to rebrand the business ready for growth. The new brand needed to speak the language of the company’s opulent target consumer, where only the best will do.
This project commenced with an in depth discovery process including a brand workshop with all key stakeholders. From here the brand blueprint was created - a document that defines the heart of the brand and from which all touchpoints could be assessed to ensure utmost consistency. Once the strategic phase was complete we moved into visualisation - bringing the new positioning to life.
The chosen concept is inspired by the idea of a remarkable journey – an experience with a sense of exploration, adventure and travel. The logo uses a ‘seal’ style which gives a sense of exclusivity. The unique geometric pattern represents attention to detail and depth of knowledge, and acts as a flexible motif across the brand assets. This is complemented by illustrated elements used to express the personal care and sophistication that goes into each experience.
Alongside the logo and look and feel, we crafted the tone of voice and messaging hierarchy. All of these new brand elements are now being rolled out across every brand touchpoint, including letterheads, business cards, a website and other print collateral.
ETG now has a brand that is truly reflective of who they are and what they do. This ensures they can capture and connect with the right audience - the discerning traveller - in a way that is consistent and compelling. Having this foundation in place is essential and gives ETG the tools they need for growth.