Envoyage Group is the independent travel advisor network within the Flight Centre Travel Group portfolio, operating across five international markets. I joined the business at the very beginning of a global brand identity project - brought in at logo handover stage with everything still to build.
From that point, I led the creation of a complete brand system from the ground up. This included defining the brand tagline, visual language, colour strategy, design principles, guideline framework, template infrastructure, and retail environment expression. Every element of how the brand would look and scale was established through this work.
My role sat at the intersection of creative direction and brand strategy defining not just how the brand looked but how it would behave across two distinct audiences, B2B and B2C, across multiple markets and in the hands of the marketing team who needed to use it without a designer in the room.
I built the Envoyage Brand Guidelines from the ground up, developing the structure, determining the content hierarchy and shaping the document to function as both a practical working tool and a reflection of the brand’s intent and personality.
The brand tagline, For Every Journey, I developed to strategically speak to two audiences at once. For independent travel advisors joining the Envoyage network, it reflects their professional journey and business growth. For travel clients, it speaks to the experiences ahead.
The visual identity extended beyond logo application. I developed a cross pattern derived from the arch within the Envoyage logo, designed to represent connection - reinforcing community within the advisor network (B2B) while linking people to the world as they travel and explore (B2C). It became a flexible supporting asset used across marketing collateral, digital assets and physical environments.
A key part of the identity system was ensuring the brand could flex between audiences without fragmenting into separate visual identities. Within B2B communications, the palette is weighted heavily towards navy, creating a stronger sense of trust, authority and professionalism, while mustard is used to introduce warmth and visibility into the system.
This website is directed toward potential advisors looking at joining the network.
Simple branded banners that are used by the sales teams at recruitment drives and travel advisor functions.
To ensure the brand could scale across five international markets without becoming dependent on limited design resource, I built a comprehensive template system spanning both B2B and B2C channels. Each template was engineered with locked content areas and defined message hierarchy, giving global marketing teams the ability to execute social content quickly and independently while keeping brand consistency intact across every market.
The brand extended beyond digital and print into physical retail environments. Working closely with the in-house fit-out team, I played an active role in translating the Envoyage identity into store ensuring the brand wasn't simply applied to the space. I introduced a dedicated internal branded wall as a focal point, with all visuals overseen and approved to ensure alignment with the brand vision.
The B2C palette is weighted more heavily towards turquoise, creating a more vibrant and welcoming feel through the introduction of fuchsia. This shift helps the brand connect more emotionally with travel clients while remaining visually consistent within the wider identity system.
To support speed to market across the network, I developed a suite of flexible branded product templates enabling the marketing team to move quickly without compromising brand integrity or message hierarchy. Each template was built with the end user in min, enough structured enough to protect the brand, flexible enough to remove the bottleneck.
Digital screens across the store network are a critical sales tool that need to be reactive, high-visibility and are entirely dependent on the team's ability to move fast. With limited resources, I developed a suite of digital screen templates that gave the marketing team the ability to get product to market quickly and independently, without compromising the brand or the integrity of the message hierarchy.
To support the network's ability to communicate directly with their databases at scale, I designed the visual framework for a self-serve eDM system, creating branded templates that gave both advisors and the marketing team the ability to build and deploy email communications independently, whether product-led or inspirational. The templates were built to put speed and autonomy in the hands of the people closest to the customer, without removing brand control.