Rolling out a brand across every touchpoint.

The problem with rollout

Most rebrands are judged on the launch film. They're decided by what happens in the eighteen months afterwards, when hundreds of people who weren't in the room have to apply the thing to work nobody anticipated. A brand that only holds together in the hands of the people who made it hasn't been finished.

Our job was to make Kuoni's identity usable at that scale. Not to redesign it, but to refine it where reality exposed gaps, and to hold the line where the temptation was to bend it. Execution work is less glamorous than a rebrand and considerably more consequential.

One brand world, mountain to coast

Kuoni sells range. The same customer might book a ski week and a Maldives fortnight from the same brochure. The campaign art direction had to stretch across that without fragmenting into separate brands for separate holidays.

Summit to shore was the organising idea we art directed against. One visual language, consistent in treatment and tone, elastic enough to carry altitude and sea level in the same breath.

Retail, where brands usually come apart

A high street window is an unforgiving test. Fixed dimensions, mixed lighting, print processes that flatten anything subtle, and staff who need to update it without a designer present. We worked the identity through those constraints rather than around them.

Print that earns the postage

Travel is one of the last sectors where print still converts. People keep brochures. They leave them on kitchen tables and come back to them in the evening, which is more attention than any banner ad will get.

Alongside the destination brochures we art directed ROAM, Kuoni's magazine. The brief was straightforward and difficult: make something people would read for its own sake, that happens to make you want to book a flight.

Digital, without the friction

Browsing a holiday should feel like the first step of the trip rather than filling in a form. The digital work paired considered UX with a confident visual language, so the brand carried through from the window display to the booking journey without a change in voice.

What changed

The brand now holds across retail, campaign, print and digital without needing us in the room. That was the actual deliverable. A rebrand that only works when its authors are supervising isn't a rebrand, it's a dependency.