Cazenove + Loyd
Brand & Travel Category Imagery
Cazenove+Loyd is a luxury travel business offering tailor-made itineraries, operating for over 25 years. The business specialises in creating hi-end ‘extraordinary’ travel experiences worldwide. Cazenove + Loyd’s strength lies in their ability to understand their customers’ interests and tastes; from this provide itineraries and experiences that perfectly match their clients travel desires. Cazenove+Loyd is a client that moved across with Simon from Fold7. The work shown originates from then and we should credit Simon Helm at Fold7 who worked extensively as lead creative on the project.
Insight
Points of difference in luxury travel are often hard to convey and communicate quickly. Subtleties of knowledge, experience and travel design are often the why. Customers need help differentiating between providers, who often use the same imagery and copy supplied by hotels, guides, and experiences on the ground. Loyalty is poor, customers view agents as offering the same products. Most purchase decisions are taken by the matriarch.
The Idea
Create a standout library of high-end travel images that connect with female decision-makers. Inspiration came from fashion stories found in the pages of Vogue and Elle. Each core travel category had its hero image. A host of secondary images were created from each hero image for use across the business. The work presented a recognisable and own-able look for the brand, supporting their positioning of ‘always extraordinary’ and differentiates them from the competition.
