Are the Galapagos Islands on your bucket list? If so, you’re in good company with the curious and well-educated clients of CNH Tours. After building their business on locally guided trips to the islands that inspired Darwin, this boutique travel company wanted to expand their horizons to select new destinations. Repositioning was needed to engage intrepid explorers for multiple adventures: to the Arctic, Antarctica, the Okavango and beyond.
Our research-driven branding process included customer and touchpoint mapping and the design of a more efficient sales process.
MAPPING ALLOWS US TO VISUALIZE HOW A CLIENT INTERACTS WITH YOUR BRAND - IN DIFFERENT CONTEXTS AND OVER TIME.
Rebranding is the art of letting a fresh approach spring from the fertile brand foundations that customers know and trust. Inspired by old school maps, field guides, and scientific exploration, the new brand invokes the wonder of the exploration age. Jackpine created a flexible brand system that lets the company easily add new destinations using a new colour.
CNH Tours invites the traveller to Chart a path to wonder. The tagline speaks to both the sense of awe that comes from being in a truly extraordinary place and the "wonders of the world" that curious traveller dream of exploring.
Font, sketch style and mapping details like topographical lines and geographical coordinates unite the visual identity across all adventures, while each destination is evoked by a different colour palette. Bolder colours offset the more neutral photos from polar destinations. And neutral colours act as a unifying background for vibrant wildlife shots from tropical trips.
This rebranding project gave us the opportunity to work with the client on more than just visuals. We got under the hood of the internal systems that create the client experience. We mapped out an approach to client acquisition more in keeping with company vision. And we helped them take a critically important step for a small business: identifying and seeking out the customers that most align with company values, those who approach special places with awe and respect.