WORLD TRAVELLERS
Brand refresh, marketing toolkit, and content system build
for a national travel brand with a network of independently operated stores across New Zealand.
Industry: Travel and Tourism | Location: New Zealand
The Situation
World Travellers is a well established national brand, with a network of locally owned stores across New Zealand.
Over time, the way the brand showed up had started to drift. Different stores were creating their
own content, which led to inconsistencies across social, print, and marketing.
The challenge was to bring everything back into line, without removing the flexibility each store needed to speak to its local audience.
The Approach
We started with a brand refresh, tightening the visual identity, messaging, and CRM templates.
From there, we built a comprehensive marketing toolkit. A structured system of templates, content frameworks, and guidelines designed to make it easy for every store to create on-brand content.
Alongside the toolkit, we developed the systems behind it. How it’s structured, how it’s accessed,
and how it’s used day to day, so the brand stays consistent while still allowing for local flexibility.
Before
Brand identity system inspired
by the World Travellers logo
Key elements were scaled, rotated, and refined to
create a set of flexible brand shapes that can be
applied consistently across social media, print,
presentations, and digital campaigns.
This creates a clear visual thread across all content.
The system allows each store to create its own
content while maintaining a consistent brand
identity, combining flexibility with strong visual
consistency across the network.
100+ flexible Canva templates
Every Canva template was designed to protect the
core brand while allowing flexibility at a store level.
Key brand elements such as structure, typography,
and layout are fixed, ensuring a consistent brand
identity across all content. From there, stores can
update imagery, messaging, and offers to suit their
local audience.
This creates a system where content can be produced quickly and confidently, while maintaining brand consistency across the entire network.
Content framework and campaign system
Alongside the templates, we developed a content framework to support consistent social media and marketing activity across the network.
Content was structured into clear categories such as inspiration, offers, travel tips, and brand campaigns, giving stores a simple and repeatable way to plan and create content.
Each category is supported by templates, making it
easy to produce content quickly while maintaining
a consistent brand presence across all channels.
What we delivered
Strategy
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Brand refresh direction
-
Campaign framework
-
Messaging and tone of voice
-
Toolkit structure and logic
-
Rollout strategy
Design
-
Marketing toolkit
(100+ templates) -
Print and digital
-
Social templates
-
Campaign creative
-
User guides
Digital
-
EDM Templates
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Template usability and structure
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Content hierarchy
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User experience across assets
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Asset management approach
Systems
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Template workflow
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Content consistency framework
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Store-level usability
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Scalable rollout system
Content
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Campaign content
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Social content systems
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Template copywriting
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Brand voice guidance
Direction
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Creative direction
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Toolkit design standards
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Image selection and art direction
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Rollout guidance
