London studio SomeOne has crafted the brand strategy and identity for a new digital arm of World Travel Market, the UK's largest event for the global travel industry. Called Travel>Forward, its aim is to promote more progressive approaches to industry know-how.
Travel>Forward has had the progressive symbol of ‘>’ within its name since day one. For a brand and sector continuously moving forward at speed, the new visual branding uses this arrow collectively as a chevron and as a graphic device to signify its ever progressive nature.
"Our main focus for the T>F brand was to portray the idea of agile, fast thinking," explains Shaun Turnball, a senior designer at SomeOne. "This brand should be seen as never standing still, continuously unleashing new ideas into the travel industry from proven professionals and bleeding-edge radicals. We’ve applied this thought to all applications, from brochures to a bespoke typeface and iconography set."
The graphical chevron pattern is bold, and together with the digital colour palette, helps all applications to stand up and be counted by a global audience.
"The travel industry suffers from a multitude of palm trees and pictures of cultural cliché. The new Travel>Forward brand sets out a different agenda," adds Simon Manchipp, founder of SomeOne. This is a platform for progress. For sharing the next revolution in travel technology. A brand fed on data and raised on change. The new branding looks to create a progressive branded operating system over expected images and language."
Along with the brand identity, SomeOne was asked to create Travel>Forward's 2018 advertising campaign. The studio focused on making the speakers the heroes of the conference, who will be "unleashing" waves of digital knowledge in travel.
The stage is one of the most important areas at the conference, where people absorb key information from recognised peers within the industry. It’s also one of the most photographed spots — shared globally on social media. SomeOne re-imagined the stage and gave it as much focus as more traditional applications for the T>F brand.