METAMORPHOSIS

THE TRAVEL COLLABORATIVE BRAND IDENTITY & WEBSITE

In the 21st century, the human species resembles a migratory one: compelled to travel great distances in order to gather together, conduct business, share an experience, or find rest and relaxation. For many, not moving is not an option. This is the powerful concept behind our new brand identity and website design for TTC/The Travel Collaborative, a 55 person consortium of independent travel agents based in Cambridge, MA.
BRAND IDENTITY

Print collateral for TTC included the design of business cards, envelopes, mailing labels and letterhead. Business card backs feature dramatic images of migrating species on the move.

TRAVEL EXPERTS

Migrating creatures don’t think about traveling, they instinctively know, much like the travel experts at TTC. A wide breadth of animal types were chosen to symbolize the individuality of not only the people of TTC, but their clients as well.
The identity D&CO created for The Travel Collaborative is far from static— it is dynamic, elegant and playful. A warmer color palette was chosen to not only tie in to the “nature” theme of the new identity, but to evoke a sense of joy, playfulness and approachability.

TAKING FLIGHT

TAKING FLIGHT

The Travel Collaborative’s new website was designed to be immersive. effortless, and most importantly user-friendly— all words that describe the experience of working with TTC.
In addition to designing the web pages, D&CO created all written copy for the site, which included a comprehensive list of “14 reasons to hire TTC”. Some charming stories of TTC’s clients were also used.
Each page features a backdrop of rich, immersive, full-screen images.

UNMISTAKABLE EXPERTISE

UNMISTAKABLE EXPERTISE

TTC’s staff page features a comprehensive, modular, and easy-to-use filtering system that source agents by expertise— corporate travel, leisure experiences, or administrative staff. Each employee has a brief biography that provides background info and some fun tidbits from
each travel expert.

“WOWZA— it is beautiful. [D&CO] did a great job — I’m sure it helps the overall profile; looks very modern and hip.”

ROSEANNE McGOLDRICK

RESULTS

When TTC initially hired D&CO, they had already spent a 2/3 of their project budget working with another firm on the design of the website; but wanted a complete change in direction. Given the internal constituent group of 54 travel agents, it was a significant decision to abandon an existing design process, hire D&CO, accept our recommendation to do a new brand identity, and increase their investment in the project. A lot of upfront risk for sure.

With TTC facing strong competition from an increasingly crowded field of online travel service providers, as well as bias against a more traditional business model, the Discovery process quickly revealed that a 21st century travel agency is not only a competitive service offering in the current market, but that TTC actually possesses many advantages over the more familiar self-service online options.

The new identity and website position TTC as a contemporary player – competing boldly and effectively with the more recognizable brands for travel planning. For those who discover and work with TTC, it is the self-service portals that are at a competitive disadvantage.

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