CWT brand elevation
What are we talking about?
In 2018, CWT had been undergoing a digital transformation and name change. The new identity was created to be digital first and to support a modern and aspirational brand. It carries across the existing lines of business and sits comfortably with the Carlson Wagonlit Travel heritage (former name).
The mission on this project to raise the visual identity of the brand image. It was part of a larger project involving brand elevation in the broadest sense of the term.
What are we talking about?
In 2018, CWT had been undergoing a digital transformation and name change. The new identity was created to be digital first and to support a modern and aspirational brand. It carries across the existing lines of business and sits comfortably with the Carlson Wagonlit Travel heritage (former name).
The mission on this project to raise the visual identity of the brand image. It was part of a larger project involving brand elevation in the broadest sense of the term.
Creative concept
This concept is based on the idea of a sense of belonging and trust for our employees and customers, as well as attractiveness and adhesion for our prospects.
The use of « my » is not new to CWT, as it has already been explored and developed for our myCWT travel platform and mycwt.com website.
It just made sense to me to exploit its potential even further. A simple word with a universal meaning that speaks to everyone (whether internal or external). Combined with the word ‘story’, it can, I think, evoke in 2 words the user and customer experience.
In addition, the ‘my’ can be interpreted in the sense that we’re addressing our audience, or that they’re showing their adoption of our brand and/or products.
It also seemed obvious to me to apply this simplicity to the way we present ourselves. In other words, a main segment ‘my CWT’ made up of 3 sub-segments ‘my experience’, ‘my people’ and ‘my commitment’ (see following diagram).
Creative concept
This concept is based on the idea of a sense of belonging and trust for our employees and customers, as well as attractiveness and adhesion for our prospects.
The use of « my » is not new to CWT, as it has already been explored and developed for our myCWT travel platform and mycwt.com website.
It just made sense to me to exploit its potential even further. A simple word with a universal meaning that speaks to everyone (whether internal or external). Combined with the word ‘story’, it can, I think, evoke in 2 words the user and customer experience.
In addition, the ‘my’ can be interpreted in the sense that we’re addressing our audience, or that they’re showing their adoption of our brand and/or products.
It also seemed obvious to me to apply this simplicity to the way we present ourselves. In other words, a main segment ‘my CWT’ made up of 3 sub-segments ‘my experience’, ‘my people’ and ‘my commitment’ (see following diagram).
