Brand purpose & architecture + empathy, market & trend research
STUDENT TRAVEL CENTER
20 years ago in a place not so far away... a student oriented travel agency was born. But after some time in a very competitive market, they decided that a change was needed, not only a brand refresh but also to determine the way they were heading.
what we did
We started by making a full immersion into their world, by understanding their internal operations, empathizing and connecting with the people behind the business, their team, meeting their stories, expectations and dreams. Then we looked out for the market, discovering new insights by connecting with customer profiles they didn't have in sight, mystery shopper and trends + economics research. Finally we developed the brand architecture, market research toolkit and purpose, along with brand image and guidelines.