Journey

Client

Journey

Type

Rebrand

Overview & Challenge

From revolutionising the technology landscape to helping hoteliers say goodbye to OTAs for good, Journey have been shaking up the industry for over a decade. Today, Journey’s connected technology and services help hotels across the world grow their business - boosting bookings, increasing revenue, and making day-to-day operations simpler.

‍

To date, Journey had become a serious player in the hotel tech landscape and at the same time, we had outgrown our brand. One thing I learnt from Journey, is that they don't like to stand still and if there is one constant, it's change. We knew if we wanted to create a brand that would stand the test of time and support our business growth through whatever the future holds, we would have to look at what makes Journey, Journey. Not only is the tech landscape a crowded place, it's also standardised what a tech brand should look like, which wasn't Journey.

Approach & Services

If Journey were to create a brand that stood them apart from their competitors, yet brought them closer to their customers, putting hospitality at the core of the brand would be key. We also needed to understand what set us apart, and like with all strong brands, the answer usually lies within their story. For Journey, this was very much a story of pushing boundaries, challenging the status quo and forging their own path along the way.

‍

The vision was a brand that felt at home on the coffee table of luxury hotels. Think the Soho's, Hoxton's and Aman's of the world. The result was a design system that is all about white space, bold colours, simple layouts and carefully crafted typography that come together in a unique editorial- esque design style.

‍

During my time working with Journey, I was instrumental in helping to develop and craft the new Journey brand, unifying their products and services under a single identity and a brand that reflected who they were, what they stood for and their vision for tomorrow.

‍

As Design Lead, I was responsible for leading, guiding and mentoring the design team, ensuring a seamless brand rollout of the re-brand, whilst collaborating with departments across the business to guarantee a successful launch. I established the creative direction and vision for various projects, guided the development of design concepts, and ensured alignment with Journey's brand objectives and new positioning.