Audley Travel.
001
Introduction
Client
Audley Travel.
Industry
Luxury
Marketing Discipline
Brand Development
Creating an exclusive members’ club for Audley Travel’s inner circle.
Audley Travel creates tailor-made journeys across more than 80 destinations worldwide, with each trip personally designed by a destination specialist. Imaginary Friends partnered with Audley to create the name and identity for a new B2B members’ club for its most valued travel agents, developing a proposition that felt connected to the Audley brand while establishing a distinctive identity of its own.
001
Introduction
Client
Audley Travel.
Industry
Luxury
Marketing Discipline
Brand Development
Creating an exclusive members’ club for Audley Travel’s inner circle.
Audley Travel creates tailor-made journeys across more than 80 destinations worldwide, with each trip personally designed by a destination specialist. Imaginary Friends partnered with Audley to create the name and identity for a new B2B members’ club for its most valued travel agents, developing a proposition that felt connected to the Audley brand while establishing a distinctive identity of its own.
002
Challenges
How do you make a loyalty programme feel genuinely exclusive?
Audley was replacing an existing loyalty scheme with a new invite-only members’ club focused on recognising individual travel agents for their hard work and loyalty to the brand.
The new proposition would offer exclusive, bespoke rewards, incentives and experiences. With loyalty programmes commonplace within the industry, the challenge was to create something that felt unmistakably Audley while conveying a sense of exclusivity, aspiration and scarcity.
002
Challenges
How do you make a loyalty programme feel genuinely exclusive?
Audley was replacing an existing loyalty scheme with a new invite-only members’ club focused on recognising individual travel agents for their hard work and loyalty to the brand.
The new proposition would offer exclusive, bespoke rewards, incentives and experiences. With loyalty programmes commonplace within the industry, the challenge was to create something that felt unmistakably Audley while conveying a sense of exclusivity, aspiration and scarcity.
003
Approach
Building an identity around belonging to Audley’s inner circle.
Imaginary Friends began with the name, working with Audley’s trade marketing team and brand team to explore options that balanced inclusivity with exclusivity. Kindred was selected as the name for the new programme.
The idea of an “inner circle” then became the foundation of the visual identity. A simple circle was developed as the key brand device, flexing to hold imagery and messaging and brought to life through motion design and animation. A deeper version of Audley’s core brand colour created a rich green palette that remained connected to the parent brand while giving Kindred its own sophisticated identity.
The Kindred logo used a refined serif typeface with an ‘R’ and ‘E’ ligature representing connection. Further elements included a KNDRD emblem, inspired by luxury fashion and modern heraldry, and individually numbered members’ badges to reinforce the sense of exclusivity and personal connection.
003
Approach
Building an identity around belonging to Audley’s inner circle.
Imaginary Friends began with the name, working with Audley’s trade marketing team and brand team to explore options that balanced inclusivity with exclusivity. Kindred was selected as the name for the new programme.
The idea of an “inner circle” then became the foundation of the visual identity. A simple circle was developed as the key brand device, flexing to hold imagery and messaging and brought to life through motion design and animation. A deeper version of Audley’s core brand colour created a rich green palette that remained connected to the parent brand while giving Kindred its own sophisticated identity.
The Kindred logo used a refined serif typeface with an ‘R’ and ‘E’ ligature representing connection. Further elements included a KNDRD emblem, inspired by luxury fashion and modern heraldry, and individually numbered members’ badges to reinforce the sense of exclusivity and personal connection.
004
Results
A distinctive identity with an overwhelmingly positive response.
The new identity gave Kindred its own distinctive presence while maintaining a clear connection to the Audley Travel brand. The naming, visual identity, emblem and individually numbered badges were designed to reinforce the prestige and exclusivity of the invite-only members’ club.
004
Results
A distinctive identity with an overwhelmingly positive response.
The new identity gave Kindred its own distinctive presence while maintaining a clear connection to the Audley Travel brand. The naming, visual identity, emblem and individually numbered badges were designed to reinforce the prestige and exclusivity of the invite-only members’ club.
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
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