Skift Brand Identity

Brand Strategy and Identity

Our Role

Design Rocket worked with Skift to rebrand their entire identity and web presence, to better communicate their company values and its bold presence in the travel world.

Challenge

Skift is the largest travel industry intelligence platform providing trend insights about key sectors including hotel, airlines, destinations. Skift is one of the driving forces transforming the travel industry from closed to open, where key players are willing to collaborate and learn from their peers.

Skift had built a strong presence in industry, but their brand did not match the boldness the company now portrayed. Skift needed something impactful to use in marketing materials and their global conferences held throughout the year. The project was from the ground-up, including all new company logo, colors, fonts, graphics, creative direction and digital experience.

Solution

We designed a brand identity which centered around the idea of bold transformations. By using bold directional elements such as a graphic “travel tag” component, we were able to show this sense of forward motion and positive change, while also nodding to their travel industry ties. As part of the brand system, we explored bright juxtaposed colors and bold san serif typography to bring the Skift’s informal, opinionated and unapologetic attitude to life. The result was revealed at the annual Skift travel conference which was attended by C-level executives from reputable travel companies such as TripAdvisor, Delta Air Lines, Hilton Worldwide and Expedia. The design drew praise from across the travel industry.