STRATEGY | IDENTITY | DIGITAL
Strategy
After changing its name, Preferred Travel Group tasked RO NEW YORK with a brand identity evolution to match. We conducted extensive research into the brand’s storied history where we discovered Preferred Travel Group’s reasons-to-be: personalized experiences and human connections. We built the brand’s story, positioning, mission, and DNA around these ideas and then translated this ownable verbal identity into an aspirational visual identity and experience.
Identity
We established a color palette, typographic system, and photography style for Preferred Travel Group to illustrate the brand’s “believe in travel” philosophy and its reliable nature. We applied the visual identity to the brand’s foundational and marketing collateral.
Advertising
As part of a push to inspire new hotel membership into PTG’s Legend Collection, we designed a campaign that showcased some of the brand’s most renowned Legend properties with two intriguing headlines: “See luxury through legendary eyes” and “A legendary perspective on luxury.” We used different shapes to create dimension as we highlighted the different properties while also following the established color and typography codes.
