Flight Centre
Travel & Tourism
Services
Competitive Research
Brand Positioning
Brand Identity
Campaign Strategy
Promotional Products
The Flight Centre Travel Group (FCTG), headquartered in Brisbane, Australia, owns leisure and corporate travel businesses across 24 countries spanning 6 continents. This includes locations in Australia, New Zealand, North and South America, Europe, the United Kingdom, South Africa, the United Arab Emirates, and Asia.
With a reach across the globe, from Sydney to Paris and beyond, FCTG has established destination expertise and insights into the latest travel trends worldwide. Their extensive global presence allows them to provide exceptional service no matter where your travels take you.
We saw an opportunity to revitalize Flight Centre Travel Group’s brand identity and website experience. Our comprehensive services would include research, rebranding strategy, Graphic Design, and UX design to encompass an integrated marketing campaign.
Together, we would aim to transform Flight Centre’s dated aesthetic into a straightforward, inspiring resource that empowers travelers to plan their dream vacations easily. Our goal for our work would be to succeed in creating an engaging, conversion-focused online experience.
CHALLENGE
Although a trusted name in travel, Flight Centre’s current website design and branding are outdated and possibly ineffective due to poor UX/UI design. Their overwhelming red palette and cluttered layout likely don’t resonate with modern travelers and clashes with the feeling of planning an upcoming vacation.
Flight Centre’s uninspired messaging, overuse of red, dated visuals and cluttered website lack appeal for travelers who are looking for seamless flight, hotel and experience integrations when planning a getaway.
Our challenge was to revamp the Flight Centre brand and website to inspire awe and aid in convenient travel planning for their consumers.
INSIGHTS
Competitors in this space have tapped into this desire by offering sleek, image-driven websites with robust yet straightforward filtering that allows consumers to find exactly what they are looking for & more without overwhelm. Flight Centre’s current brand identity and marketing fall short of rivals in evoking a modern, aspirational sense of wanderlust – the strong desire to travel that is particularly important for consumers emerging from the restrictions of the 2020 pandemic. Refocusing the brand on empowering travelers will better attract customers and increase market share of the booming travel industry.
The target demographics for travel are shifting now more than ever. Rather than solely considering the parent’s or young adults as the “decision makers”, grandparents and children have a huge role in deciding where the family vacations. Consumer trends like these are important to note when redesigning a brand like Flight Centre to resonate with all target demographics.
SOLUTION
To revitalize Flight Centre’s brand, we first conducted competitive research and analysis to inform our strategy. Leveraging these insights, we developed a refreshed brand identity a refreshed brand identity for Flight Centre.
The original logo, a boring wordmark paired with the face of a friendly pilot, was transformed into a well- balanced monogram that incorporated the motion of an airplane in flight. We paired this icon with sleek typography and a regal color palette of white, royal blue, bright red and a hint of gold. The pattern is a modern take on a sailor’s stripes, used sparingly so as not to overwhelm the inspiring photography. Complete with the tagline “Placing you at the centre of any destination, Flight Centre’s refreshed brand is ready to apply across channels.
In order to successfully redesign the travel agency’s website, we implemented a conversion-focused responsive UX/UI design and robust trip planning tools to optimize the booking experience.
Dramatic imagery and bold use of design solidify Flight Centre's new visual identity while maintaining a timeless appeal.
Our full scope encompassed brand positioning, campaign strategy, logo design, and collateral design, including notebooks, letterhead, business cards, environmental graphics and poster ads, promotional products, email marketing campaigns, and social media management.
This integrated rebrand encompassing brand identity, website, advertising, and marketing materials would position Flight Centre as a leading global travel & tourism agency. The new cohesive brand identity would create a true community for Flight Centre, increasing engagement and securing bookings as a trusted partner to travelers all over the world.
Creative
Captivating Signage
The eye-catching branded signage developed for Flight Centre makes a lasting impression on travelers in airports. Positioned in arrival and departure terminals, the sleek illuminated signs catch the attention of people returning from vacations or about to embark on new journeys. The inspiring imagery and clean typography on the signs spark ideas for future getaways. After being exposed to Flight Centre’s elevated branding in airports, travelers are more likely to book their next trip through their services. The strategic and visually captivating signage raises brand awareness and converts airport foot traffic into future Flight Centre customers.
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The reinvented Flight Centre website enables streamlined trip planning through robust booking tools and frictionless UX. Immersive visuals and content engage visitors. User-centric design empowers travelers to easily customize and book dream vacations.
The reinvented Flight Centre website enables streamlined trip planning through robust booking tools and frictionless UX. Immersive visuals and content engage visitors. User-centric design empowers travelers to easily customize and book dream vacations
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