STA Travel had grown from its roots in student travel in Australia to become a global business with a turnover of $1bn. Its approach – ‘as global as possible, as local as necessary, allowed it to negotiate with global partners, but remain in touch with local customers. But the visual presentation had become fragmented, threatening to undermine the brand’s strengths.

Our task was to redefine and recreate all aspects of the brand’s presentation, from storefronts and ticketing to website and corporate brochure. Crucial to the success of the programme was our ability to engage a global team, reconcile the global-local tensions and create a business that had credibility with corporate partners, but connect with its young customers.

Our solution was to create an identity that combined a strong logobox with an adaptable commentary panel to provide flexibility for local messages and a visual style that combined a ‘snapshot’ approach with evocative imagery of people and places. The whole was designed to sum up with true experience of travel.