Imaginative Traveller

Imaginative Traveller appointed Milton Bayer to undertake a full re-brand in early 2008. The travel brand had a strong reputation for offering ethical, adventure holidays ensuring that their trips didn’t leave any lasting damage to the local environment and that only local guides and tour leaders were used. Getting to the heart of the country by immersing yourself in the local culture was the philosophy at the centre of the Imaginative Traveller experience.

This philosophy needed to be communicated via the new brand identity. Milton Bayer undertook extensive focus group research to understand customer’s perceptions of the brand and the organisation itself and to gain insight into buyer behaviour. The solution, which Milton Bayer delivered, echoed the ethnic diversity of Imaginative’s trip inventory whilst communicating its core brand values. Elements of indigenous artwork and iconography were incorporated into the brand identity to illustrate the brands commitment to sustainable, ethical tourism.

Having devised the new identity Milton Bayer were then required to apply the new identity to Imaginative’s website and produce a set of corporate guidelines and templates to enable their in-house resources to produce promotional materials including product brochures and advertising.