I led a dedicated Creative team at Grand Circle Travel in a complete renewal of the brand. Entrusted with a brand with nearly 60 years of recognition and history, my challenge was not only create something new, but to reengage existing travelers while acknowledging the rich history of discovery and value at the core of the brand.
Starting with the catalog (Big Book) announcing the 2016 product line up, we elevated price, clarity and readability as the key drivers for the redesign. The new design injected more fun and excitement for travel into the marketing material for each trip, while still highlighting the excellent value GCT offers.
We expanded and developed new style guidelines drawing from Grand Circle’s history, while creating avenues for greater flexibility and modern positioning. Modern treatments, white space, pops of color, and improved typographic hierarchy showcased GCT as a modern brand for the value-centric traveler.
For the final piece of the brand redesign, I proposed options that would propel the look and feel of the brand identity forward, while still paying honor to its rich history. The proposals added engagement and flexibility to a logo that’s remained largely unchanged for the better part of six decades.
TEAM RECOGNITION
Designers: Kate Valentine, Caitlyn Manning, Ali Shakra, Andrea Vita, Dylan Andrews
Copywriters: Carley D. Thornell, Bob Hammerling, Danielle Ossher
Photo Editors: Christina Micek, Greg Palmer, Nicole Arsenault