Today, the client spotlight shines on Carine Taylor, who officially works under the Travel Professionals International (TPI). So if Carine is already under the umbrella of an established travel company, why would she need to brand herself? That’s what we discussed when we met back in December.
Carine had decided that she wanted to work with a specific type of client, and she wanted to provide custom, extraordinary experiences for her clients. And at that time, her brand image wasn’t doing that. She was just another average travel agent.
During our consultation we discussed the kind of impression she wanted to create on a potential client. Words like “elegant”, “romance,” and “luxury” were flying around, and these were our guiding point. We created a wordmark that was elegant, but without going overboard. As Carine already owns a TPI franchise, creating a full-blown logo wasn’t the best option.
The materials we created were certainly more luxurious in feeling. Carine wanted to evoke specific feelings in people who picked up her brochure. She wanted them to sigh, or catch their breath and think “I want THAT!”
Given all the many other options available for making travel arrangements, Carine wanted to stand out. She wanted to convey that her goal is to create a stress-free, delightful experience suited to each person….not just a package A, B, or C scenario. I think with the materials she now has, this is certainly more in line with the vision she has for her business.