To create a new global B2B travel brand that would connect with consumers on a local level as it would internationally.
As a B2B division of WebJet, a leading online travel agency in Australia and New Zealand, WebBeds has built a global portfolio of five leading B2B travel providers. The amalgamation of five trusted brands means WebBeds is able to be consistently forward-thinking and creative in their approach - a concept that we worked with to influence our brand designs.
The concept behind our branding for WebBeds focused on creating a visual representation of what the business is all about - hotel accommodation for the travel industry. The typography in the new logo design is curved, a subtle reference to WebBeds being ‘ahead of the curve’ in the travel industry, whilst the letter ‘B’ encompasses an abstract figure lying in a hotel bed.
The curvature of the logo also influenced the bespoke suite of icons we created for WebBeds to use across marketing materials. These icons represent a variety of brand topics - from hotel facilities to general travel and even global landmarks, equipping WebBeds with a complete set of branded iconography to use in the future.
We also included photography direction in our branding for WebBeds, ensuring any images used across marketing assets were either people focused or destination focused, capturing the truly global experience WebBeds offer and helping to inspire customers.
WebBeds exhibit and organise a lot of trade shows within the travel industry across the globe, and we ensured their new branding would attract the attention of any passer-by, in any country. Our event branding for WebBeds made its debut at the 2018 World Travel Market trade show in London and the brand’s new look was very well received.
To help WebBeds make a lasting impression following any trade show, we created branded merchandise for the team to hand out at events or to clients. This included branded bags, recyclable cups and mugs, using the logo’s curvature and bold red colour palette to create an eye-catching design.
We also delivered detailed brand guidelines that would work at a local level and continue to provide ongoing design consultancy for the business. From following the brand colour palette to use of iconography, everything the WebBeds team need to ensure consistency within business communication is covered in the guides.
- Head of Marketing, WebBeds