| Global Encounters
2010 REBRAND 100 Winners > merit
Industry: Travel and Leisure, Tourism
Enterprise Rebrand
Country Base: Argentina
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Global Encounters is a destination management company active in the tourism sector, specialized in Latin America. The industry is segmented by client typologies, e.g. tour operators, corporate (meeting planners), and by services. The organization has grown in different parts of the business but lacked a precise positioning in the market.
Challenge - The organization has been restructured in “cells” with connection to each other. The objective was to establish an umbrella brand under which different business units could be comprised. One unit is now in charge of selling directly to end consumers, which leads to the reconsideration of a new market scenario.
Strategy - The company is a two-fold business, one as B2B and direct B2C, and so is the brand strategy. The first step consisted of establishing a corporate brand that helped establish a distinctive positioning, reinterpreting cultural elements in a more contemporary spirit. The architecture has defined also sub-brands for each business unit (built on their initials); the summation of these shapes the mother brand into a typical Inca pattern. In line with the business goals, the umbrella brand has been also translated into a consumer brand to approach the new market.
Result
• A single-minded and well articulated brand identity
• A clear positioning: cultural elements to recall specialized offerings, combined with modern look to convey reliability and robustness.
• Unlimited possibility to integrate new units and launch new products within a consistent, flexible and sustainable visual framework over time.
Credits:
Client: Global Encounters - www.globalencounters.com
Brand Strategists/Designers: Caselli Associates Strategic Design - www.caselli.ch
Strategic Planner: Francesca Casati
Creative Director: Fabio Caselli
Project Manager: Lilian Widdershoven
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