A specialist travel agency can offer personal insights and ongoing support that an online booking platform may not provide.
Luxury travel operators must convey the judgement and personal care behind their offerings. For Singapore-based Intriq Journey, this means helping travellers recognise the deep thinking and understanding that goes into every hand-crafted trip.
Situation
Intriq Journey serves discerning travellers across Asia with an ultra-premium offer built around time, choice, insider advice and attentive support.
The group sought a brand revitalisation that would express its established strengths more clearly and support its next stage of growth.
Its teams needed a shared approach to communications that could work consistently across different markets, languages and customer touchpoints.
Response
Stakeholder interviews, peer research and audience reviews informed a brand strategy centred on the positioning phrase Quest for exceptional travel.
The refreshed visual identity uses the Q in Intriq as a design focus that is both distinctive and recognisable. The identity system includes English, Traditional Chinese and Simplified Chinese typography, plus a colour palette, graphics, iconography and photography style.
Comprehensive guidelines facilitate day-to-day brand management. Stepworks also provided a website sitemap and advisory to the website design. A lively Stepworks-led workshop brought together teams from Singapore, Malaysia, Hong Kong and mainland China to celebrate the refresh and learn how to apply it.
The branding initiative elevates the brand identity to better reflect its premium luxury positioning
Outcome
Intriq Journey now has a consistent way to express its carefully curated approach across markets and touchpoints.
The team brand activation workshop helped colleagues understand the meaning and value of the changes and their role in bringing the new direction to life through everyday customer interactions.
Together, the strategy, design system and practical guidance give the group a clear brand foundation to support the business’s planned growth.
“Stepworks got to know us really well then guided us to good decisions. They didn’t overcomplicate things, and the end result positions our business where we need to be for our next phase of growth. They are a solid team to work with.”
Elle Low, Senior Regional Marketing Manager
Intriq Journey
Few sectors value effective branding more than businesses built on people’s desire for status. A strong brand identity is essential to create the emotional connection that engages shoppers and keeps them loyal. When creating legendary brands, perfection is the only standard acceptable. And that’s our standard too.
Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700
Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233
