Rebrand and launch for The Co-operative Travel Management
Under new ownership, The Co-operative Travel Management wanted to move on – with a new name, ‘Clarity Travel Management’ and a complete new brand that would lead them into new territory and re-energise their workforce. At the same time, they had to ensure valuable long-term clients were with them on the journey every step of the way.
Through a series of workshops, we discovered what set Clarity apart from their competitors, something that could not only define the brand, but also inform a new internal culture of continuous improvement.
Working with colleagues across the business, we identified a set of core values, values that would align the new brand with the new culture.
With feedback from internal/external focus groups, we then worked with Clarity’s executive board to define the brand look and feel around a core proposition – ‘Business travel that goes further’.
External and internal direct mail and email teaser campaigns followed, leading to a company-wide internal launch event, ‘Bright Futures’, featuring bespoke collateral including a series of videos and a countdown logo reveal. The event not only launched the new brand; it served as a catalyst for a new working culture.
Ongoing brand communications ensured the momentum continued and converted into commercial results – results that within six months saw Clarity secure new contracts worth over £130M.