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Building a brand for an adventurous travel organization

The Pioneers

Strategy, branding & design

The client

Xplorethenorth is a small-scale tour operator that offers trips to the far north. They have an incredible drive and focus on adventure travel.

The challenge

After the renewed website was successfully launched, Brent from Xplorethenorth returned satisfied with an additional challenge for our team:
2 new travel agencies were created. He wanted us to unleash our creative spirit on the branding, including the website. He wanted to create an umbrella brand. We got carte blanche.

The quest

Lien De Ruyck and I wrote a thorough analysis. We determined the DNA of the brands, investigated the expectations of the customers & investigated the future of travel. Based on that, we worked out a strategy that we proposed in an action plan. A new brand name was devised, the corresponding logo worked out by Mr. Ed and the entire vision and strategy were integrated into the umbrella website.

The result

We designed ‘The Pioneers’ and opted for a member-strengthening umbrella, which cleverly links the three travel agencies - and therefore also the customers - to each other. More than a traditional umbrella company, we wanted to create an atmosphere. An atmosphere that is unique and at the same time remains true to the underlying brands.
The new brand name responds to the pioneering feeling that the modern traveler strives for: we are scouts, not tourists. Out of office, into the wild.

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