Background: This brand refresh was to create a distinctive brand identity for the Independent travel agent brand in the US and Canada, making sure to set it apart from competitors in the travel industry while maintaining a strong association with Liberty Travel and Flight Centre logos.

Solution: Collaborating with the SVP of Independent Brands, our creative team successfully crafted a brand identity that captures the essence of freedom and independence for independent agents while also leveraging the established reputation and brand recognition of our parent companies (all under the umbrella of Flight Centre Travel Group).

We went beyond just creating a brand identity and took a holistic approach in developing an easy-to-use website, as well as creating persuasive digital, print, and video promotions that highlight the benefits of joining Independent by Liberty Travel (or Flight Centre in Canada). Additionally, we designed messaging and graphics for the yearly North America Independent Agents conference, which includes informative sessions, workshops, and vendor discussions to foster education and networking opportunities.

Our integrated solutions not only differentiate the Independent travel agent brand but also foster a sense of community, empowering agents and enhancing their professional growth. With a strong brand identity and a range of effective marketing initiatives, we are confident that we positioned Independent by Liberty Travel (or Flight Centre in Canada) as a leading choice for independent travel agents in America and Canada.

Role: Senior Creative Director
Team: Tatiana McGrath, Chantale Zoe Amis, Jennifer Lewallen, Green Nong and Jackie Siegelski.