OVERVIEW
Outside it's America.
American Holidays wanted to refresh its brand for a new wave of travellers, focusing on the distinct, personalised experiences they offer. Through workshops and focus groups, we found that “an American holiday” means something quite unique for every customer—whether a beach escape, city adventure, or road trip. This led to the brand’s new rallying cry, Possibilities Unlimited, capturing the wide range of tailored experiences available.
The new identity includes the Tailor Made mark, underscoring the bespoke nature of their service. A sleek typographic logo with just a hint of “star” appeal and an adaptable colour palette ensures excitement across all media touchpoints.
American Holidays were looking to refresh their brand and asked us to help them explore and evolve their proposition for a new generation of New World tourists. A changing world with internet and call centre tour operators had diluted the customer booking experience but American Holidays had the asset of stores, staff expertise and the in-depth knowledge to redress the balance and take back ownership of the experience.
A different adventure.
Through a series of workshops, stakeholder interviews and customer focus groups we discovered that an American Holiday is quite a different adventure to each one of us.
To some it’s a beach, to others it’s the bright lights, big city. It might be a roadtrip, theme park thrills, family fun or a train trip through the Rockies. We found out that an American holiday is something very different for each one of us
American Holidays’ team are real experts, passionate about delivering the very best experience for their customers, whatever their interest. Ultimately the tagline – Possibilities Unlimited – became the totem that we rallied the brand around.
Big picture, fine detail.
We uncovered America in depth with their front line travel specialists.
Each one of them see the big picture from coast to coast and everything between, beyond the main city and the beach holiday and are driven to open endless possibilities for a holiday experience across all 52 states, Canada and Mexico, designed in fine detail and bespoke to each customer.
To emphasise the bespoke-to-you vacation offering, we created the ’Tailor Made’ mark, the differentiator used instore and throughout brand communications.
Star appeal.
We crafted a new typographic brand marque – a contemporary treatment with just a touch of ‘star’, so to speak.
Understanding the extensive use of the brand – advertising each week across all media platforms – online, print and outdoor, we ensured that the identity had the scope to travel across all media with a fresh look. We created a broad colour palette, using a range of fonts and graphic elements designed to keep the brand alive and create excitement for each new interaction.
WHAT WE DELIVERED
Brand Strategy
– Workshop
– Brand Alignment
– Brand Positioning
– Tone of Voice
– Tagline
– Messaging
Brand Identity
– Visual Brand Identity
– Verbal Brand Identity
– Brand Guidelines
Brand Expression
– Store Design
– Website
– Brochureware
– Campaigns
To some it’s a beach, to others it’s the bright lights, big city. It might be a roadtrip, theme park thrills, family fun or a train trip through the Rockies. We found out that an American holiday is something very different for each one of us.
To emphasise the bespoke-to-you vacation offering, we created the ’Tailor Made’ mark, the differentiator used instore and throughout brand communications.
Understanding its extensive use in advertising each week across all media platforms, we ensured the identity had the scope to travel with a broad brand toolkit.
