Hospitality & Leisure

Luxury loyalty program refresh

Global Hotel Alliance

London, United Kingdom

Launched in 2013 with Ultratravel magazine in the UK, Ultratravel Collection, a joint venture between Global Hotel Alliance (“GHA”), the world’s largest alliance of independent hotel brands and operator of the award-winning, multi-brand loyalty programme, DISCOVERY, and multi-media brand Ultratravel, last night sponsored another glittering and star-studded awards ceremony. Held at the Emerald Palace Kempinski Dubai, the newest landmark destination for grand design and regal interior, the 13th annual ULTRAs celebrated the success of the leading travel companies in the world voted by the readers of The Telegraph’s luxury travel magazine and members of the DISCOVERY loyalty programme.

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The Ultratravel Collection team were looking to create a consolidated look & feel for the global set up to outline a clear direction for the premium brand.

Being a member of the largest alliance of hotel brands, Ultratravel Collection team required a comprehensive set of brand guidelines that would ensure logo usage consistency across various applications for the partners around the globe and endorsement opportunities.

Our Results

Jpd performed an in-depth research to find an opportunity to differentiate the brand within a saturated luxury hospitality market. Inspired by the Local Experiences, creative team rolled out full look & feel and marketing materials for the Ultratravel Collection brand. With slight adjustments to the existing logo, Jpd developed brand guideline document, keeping in mind the comprehensive number of requirements a global brand may face.

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What we did

Brand Strategy

Positioning Strategy
Brand Storytelling
Brand Values
Brand Personality

Brand Identity & Development

Visual Identity
Visual Asset creation
Brand Campaigns
Brand Guidelines

Naming & Verbal Identity

Baseline and Taglines
Tone of Voice

Jpd is brand design and creative branding Agency in London, Dubai and Abu Dhabi. Specialising in brand strategy and rebranding.