loveholidays
Reimagining travel brand for growth
An online travel agent transformation and market expansion
loveholidays, an ambitious underdog in the UK travel industry, was poised to become the nation's third-largest package holiday provider. However, low brand awareness and costly acquisition channels were hindering their growth potential. As they set their sights on European expansion, the need for increased brand recall, improved retention rates, and more cost-effective customer acquisition became critical.
SERVICES
brand strategy, product strategy, brand identity, design system
Project Overview
Our mission was to elevate loveholidays to become the go-to brand for package holidays not only in the UK, but also in Europe.
We aimed to create a strong brand identity that would resonate with consumers, fostering high initial consideration based on positive associations and valued interactions.
It wasn't just about brand identity, but as importantly, there was the need to internally and externally clarify the company's vision, mission, value proposition, differentiators.
Approach
Working with Koto on logo and colour development
We first started with aligning on the overall strategy — who we are, who we want to become, why. Then, look into how we would want to express these.
So as part of the project, we defined a new vision, mission, brand positioning and proposition, as well as a new visual and verbal identity. Illustration and owned photography were added as new brand expressions in addition to per-channel detailed content guidelines.
Process
Internal alignment was critical — from the c-suite leaders to the product managers — but framed by our customers and partners' perpectives.
To help with this contextual framing, we had the user and market researchers as key stakeholders in the process and activities.
From brand strategy to iconography, from who we want to be and be perceived as, to guidelines and guardrails for employees and partners.
Final Design
By redefining loveholidays' brand identity and values, we helped transform an underdog into a beloved household name in the travel industry.
The new brand system not only boosted consumer engagement but also provided clear guidelines for employees and partners, ensuring a unified and memorable brand experience across all interactions.
Product Images
This project was the first part of a 3-year journey, working as a Director of Design and Research at loveholidays, which culminated in successfully launching in 4 new markets, a 4.9 rating on the App Store, and a mature design system and localisation strategy.
Achievements
We're super happy with the results of our new refreshed brand identity and positioning of being the smart way to get away!
Gemma Schmid, Marketing Director
The rebranding effort yielded impressive results and helped accelerate the launch-to-profit timeframe in new markets.
Named Nation's Favourite: Most Loved Holiday Company in a UK consumer vote and awarded Champions of Mobile for their improved digital presence.
Brand awareness uplift
App store rating uplift
