Omniche Brand Creatives
IN ONE LINE...
Brand Creatives, Style Guide documentation and digital assets for a national wholesale travel company.
TEAMWORK/COLLABORATIONS/SERVICE DESIGN/TOOLS INVOLVED IN THE PROJECT
Work with Wave Hospitality Group marketing manager for their wholesale and retail travel division, as well as company director and selected team to work through iterations of the Brand Creatives. We created a line of open and transparent communication to table designs, options and work through them in a way that ensured enough empowerment to the team, yet guiding process and outcomes. The brand documentation was written for Wave Hospitality Group by an external marketing company and that work was interpreted, followed and reflected closely. Software: Adobe Creative Suite. Illustration.
Category
Brand Communication, Design, Illustration, PrintAbout This Project
This was an exciting project to breathe new life into the Omniche Holidays brand creatives. Working with the Omniche Holidays Team and their parent company Wave Hospitality Group to create a revised brand creative suite of digital assets and guidelines. We analysed at the existing creative assets, the brand documentation, and the company’s USP (Unique Selling Proposition), overall strategic plan, and discussed how that all worked today, and how they projected that would work into the future. This was an important process to ensure that the work we were undertaking in evolving their brand would align appropriately the company’s strategic plan. What we identified was that a real connection with the South Pacific heritage and culture was missing from the logo element and it was something that we felt was important to integrate in the overarching wholesale brand for the company. The company’s retail arm, Spacifica Travel, had gone through a similar process in recent years and it had proved successful. The difference being that the retail arm is a direct consumer facing entity, whereas Omniche Holidays is more of a B2B arm working closely with Travel Agents throughout Australia and suppliers throughout the South Pacific. We encompassed the company’s strong connection with the South Pacific while giving consideration to the personnel who would encounter, and be engaging with this brand. As a result the new brand creative that we developed retained an overall corporate feel while still linking the South Pacific heritage and culture elements that was necessary.
DIFFICULTIES AND CHALLENGES
With this contract we had the luxury of taking time through each iteration to really consider the design creatives and come up with something creative. The main challenge was to try and bring the character of the many destinations the company offers travel packages to, and refine that into a logo that reflected the destinations, but also the brand itself. Omniche Holidays is the wholesale travel arm of the Wave Hospitality Group so this brand isn’t necessarily a direct consumer brand as such, so there had to be a tighter corporate feel to the styling. Creating the balance between maintaining that character while ensuring the creatives stayed refined was an interesting process.
IMPACT AND OUTCOMES
The outcome is a newly refined brand creative suite that pushes the company brand forward, that still reflects the brand strategy document and company direction, while considering the client base, target demographic and staff and company stakeholders. The creatives were very well received internally and externally and have been successfully integrated through all levels of the company and their external B2B and any consumer marketing.