A propositon development and brand creation to create a personality for a collection of travel businesses to form a powerhouse travel group.

We also developed the new proposition and identity for The Good Travel Collective, creating a clear umbrella brand that unites multiple specialist travel businesses under one shared narrative.

At the heart of the work was a simple aim: bring teams together internally, while making it easier for clients and industry partners to understand how each operating company fits within the wider group.

This led to the proposition: Curating Exceptional Travel Experiences, Shaping Journeys Across the Globe.

‍The proposition strengthens alignment across the Collective, without diluting the distinct strengths of each operating company. It also helps existing clients discover additional services across the group, whether that is business travel, groups and events, leisure, or specialist travel support, all delivered with the same standard of care.

To ensure successful adoption, we also created a suite of internal communications assets to launch The Good Travel Collective, supporting clarity, consistency, and engagement across teams nationwide.