Discova
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A unified business travel brand that is built for growth and collaboration
Flight Centre Travel Group had a vision to create a Destination Management Company (DMC) that would be the global DMC of choice by 2022. With destination brands in South East Asia and Central America, and a vision to expand into more than 50 countries, they needed a unified global platform for renewed focus and growth. The new brand would represent a clear point of difference in the market, enabling them to stretch into new destinations and new adventures and offer new levels of value to their partners on the ground. We created a business brand that would set the platform for their partners to shine while cementing the DMC’s position as a valuable partner.
In a sector where competitors are overly reliant on logo, colour and destination beauty shots, we designed a strategy and creative platform grounded in insight and commercial application. The name, Discova, captures the brand’s vision and competitive edge in helping open doors to a world of possibilities. Our brand idea ‘In Touch with Travel’ allowed us to build a savvy yet real brand, driven by the real and tactile values of ‘Hands on’, ‘Feet on the ground’ and ‘Travellers at heart’. To creatively bring the brand strategy to life, we used the simple yet familiar theme of a concierge. To stand out beyond the category clichés, the concierge informed every element of our visual toolkit – from black and white photography that captures authentic moments to a universally accessible typeface that speaks the local language and a graphic device that opens the door to you.
“The new brand, Discova, has been a huge success both internally and externally. The internal teams have adopted the brand with passion, and externally our business partners have met us with excitement as we head on the new global journey. The FutureBrand team used their depth of skills, tools and knowledge to build a forever brand. The process was seamless, and the brief was nailed with accuracy and positive ownership.”
Darren Wright, Global Chief Marketing Officer.
