As a luxury travel brand that caters to an exclusive, discerning customer base, Carrier needed a brand that stood up to their exceptional service and products. Targeting the right audience in the right way meant we could illuminate just how special the brand truly is.
In the jostling market for luxury travel and experiences, Carrier had to stand out and stand up above their direct competitors. Selling a new idea and identity to their key trade partners was a key consideration, ensuring each facet of the business was ready to depart on the new brand journey together.
After in-depth research into the Carrier customer base profile, brand workshops with Carrier’s teams and one-to-one interviews with trade and direct custom, we developed a new brand positioning. A new photographic and visual identity, plus emotional engagement strategy were developed together.
The new brand voice was created to engage customers emotionally. When presented to Carrier’s trade partners we demonstrated how their products could be elevated in copy alone.
The ‘Look Beyond’ strapline formed a basis around which all branding was built, with a view to multichannel use that streamlined the brand. A clean, sophisticated approach lets luxury take the fore.