The process began by turning user research conducted by Lucy Chen, which explored the lifecycle of a frequent traveller, into a series of nine posters. These were subsequently hung around their office walls.
The monotone colour palette and minimalist typography of old were replaced with a dynamic palette and a bold geometric headline. A thick white arrow representing the journey was used to tie everything together.
The poster series then acted as a style guide for their rebrand, starting with the website. There was no hiding behind stylish photography on this project – the words took center stage. This required numerous interviews, discussions and rewrites to distill IBU’s communications into succinct messages that cut to the essence of what they offer.