Destinology Re-brand

IF agency re-brand the meaning of luxury travel with Destinology

The Manchester indie creative agency are behind the brand update for the high-end travel agent. It turns out that what really spells luxury to the contemporary discerning holidaymaker is the fine detail.

From stakeholder research IF sought a creative solution which was beyond the obvious to craft a new brand concept using the insight that in the world of luxury travel;


Christian James, MD at IF agency said: ‘For Destinology, the obvious would have been stunning vistas, with a series of smart lines about fulfilling your personal travel dream. But that’s what everyone is offering. Beyond the obvious was consideration of how important certain details were to people – the type of breakfast on offer, the time of arrival, the playlist (or lack of it) at poolside, the bed linen. True luxury is in the detail. If they can get you and your family into the perfect restaurant, on the best table, at sunset, you have every confidence they’ve got your flights, accommodation and transfers nailed too’.

From web to social to CRM, the ‘Every.Thing.Matters’ concept has been rolled out across all of the brands touchpoints in time for the key selling season.

In the words of Ryan Johnston, Managing Director at Destinology, ‘using insight to inspire is likely to have a significant impact. Working closely with IF to bring greater clarity to our business purpose and identity is something that we really needed to do and the timing couldn’t have been better. We now have everything in place to ensure we are in a strong position’.

Editor’s Notes: Founded in 2006 by Christian James and Brian Rees, IF is an integrated agency that delivers Intelligent Creativity to ambitious, purpose-driven brands including Marston’s, Knowsley Safari, Destinology, The Original Factory Shop and Zentia.