Case Study: Releasing the True Self – How Advantage Travel Partnerships’ Rebrand Realigned Identity with Purpose

Has your brand ever felt like a well-tailored suit that no longer quite fits? Many established companies face this challenge: an internal evolution that outpaces their external brand identity, creating a subtle yet significant disconnect.

Advantage Travel Partnership, a leading player in the travel industry, experienced this firsthand. Despite their internal drive and strategic shifts, their brand personality, tone of voice, and corporate identity no longer accurately reflected who they were or where they were going. This led to a lack of clarity in communications and subtle internal friction.

The catalyst for change was clear: Advantage’s internal direction had shifted, demanding a brand that could truly champion their new goals. Their previous messaging felt outdated, and the visuals didn't convey their forward-thinking approach. The "aha!" moment arrived when they realised the brand needed to catch up with their evolved reality. This wasn't merely a cosmetic update; it was a strategic imperative to bridge the gap between perception and purpose.

Image: Advantage Travel Partnership Website

Considerable work was done with Advantage’s internal stakeholders and team of agency partners to ensure a truly unified approach. This collaborative effort was crucial in translating Advantage's vision into a compelling brand positioning.

The impact has been transformative. The rebrand has effectively set Advantage Travel Partnership free. Their new tone of voice and messaging now genuinely represent their personality and values, evident in every communication. The refreshed corporate identity — from logo to colour palette — visually conveys their bold new direction. Internally, this has empowered employees, fostering a renewed sense of pride and clarity. Externally, the market has responded positively, with clearer differentiation and increased engagement. 

This eye-opening experience underscores a vital lesson: brand is not static. It must evolve with the company's internal drive. The cost of disconnect is real, hindering clarity and growth. Conversely, the power of authenticity, as demonstrated by Advantage, resonates deeply, both internally and externally. A rebrand isn't just a new look; it’s a strategic realignment of identity with purpose