TripArc and Travel Edge are global leaders in luxury travel, with an immense reach with agents and providers worldwide.

The enemy — agents and providers are typically members of global travel consortiums that provide benefits and opportunities for member organizations. But it became clear that the legacy model for consortiums was outdated and in dire need of disruption, and they needed help rapidly naming and branding this new initiative.

Our creative team rolled up our sleeves and pulled out our passports on a journey to uncover a new name and brand for this exciting new business. Multiple rounds of exploration eventually yielded a new name, and inspiration for a new visual identity — Violet.