Alias Travel: Rebrand
The Context
Alias, a luxury travel brand, partnered with us for a comprehensive brand sprint that transformed Alias by redefining its visual identity.
Pushed for time? Read this one minute overview of the Alias Travel rebrand
01 - The strategy sprint
Alias, a travel management business for high-end entertainment and corporate clients, is moving into its next phase. Alias wanted to launch a new brand and visual identity to help drive future growth. A tight launch deadline meant we needed to use a 'light touch' strategy sprint.
03 - The big idea
How do square the circle of the Alias Paradox? By embracing the visual language of celebrity anonymity, and making 'redaction' a central part of not just the new logo style, but the entire brand experience.
02 - The problem that needed solving
The problem is the 'Alias Paradox': Alias must embody anonymity, while also needing to advertise. Since anonymity and advertising are mutually exclusive, we had to find a way to rebrand and promote Alias without violating the core principle: Don't talk about Alias.
04 - The creative solution
The new Alias logo features a finely judged element of redaction that enables the brand name to be read , recognised and remembered, at the same time as speaking to the confidentiality of the Alias Travel service.
Time to burn? Great. Lets start with The Problem…
The big problem was what we've called: 'The Alias Paradox.' What does that mean? Well, Alias offers anonymity, and therefore needs to keep a low profile. But at the same time, Alias needs to advertise its services to broaden its customer base. Anonymity and advertising are mutually exclusive. That's the Alias Paradox.
Therefore, we needed to find a way to rebrand and advertise Alias that boosted its fame without breaking the first rule of Alias: Don't talk about Alias.
The Big Idea
Alias Luxury Travel is the go-to choice for celebrities, recording artists and high net worth individuals across Europe.
Whether they're planning a music tour or simply a family holiday they want to enjoy the privacy that the rest of us take for granted.
Because with wealth and celebrity come visibility, and the constant struggle to avoid fan and media intrusion wherever you go around the world.
Alias has the ability - and the worldwide contacts with airlines, travel partners and hotels - to create bespoke travel packages where discretion and relaxation are assured. No paparazzi. No screaming fans. No intrusions.
When privacy is the ultimate luxury, no-one makes it easier to find than Alias.
The Design Approach
The power of anonymity as the key to freeing yourself. Luxury travel should be effortless and unique. We have created a logo that is partially redacted, embedding anonymity in Alias brand. This unique visual motif forms the backbone of our flexible, bespoke design system.
ALIAS: REDACTED
The Creative Solution
The power of anonymity as the key to freeing yourself. Luxury travel should be effortless and unique. We have created a logo that is partially redacted, embedding anonymity in Alias brand. This unique visual motif forms the backbone of our flexible, bespoke design system.
Logo Development
The right balance of redaction. Design is not an exact science. It is always a matter of subjective judgement. In this case, we believe that the 'redaction' element is perfectly balanced: clearly an act of redaction, yet one that works with the logo beneath and allows the Alias typestyle to be recognisable and memorable.
How We Look
Our brand's creative concept revolves around 'the power of anonymity' and the freedom it provides. We saw immense creative potential in visualising redaction through typography, photography, videography, and all of Alias's brand assets. A brand that partially redacts its logo is a brave brand. This approach not only conveys the sense of discretion we want our clients to experience but also integrates anonymity into Alias's visual identity. These distinctive visual elements are the foundation of our flexible, bespoke design system.
How We Look
- Photography
Candid-style Imagery that cuts away at the subject's face, as a visual redaction and photography style. Sort of the anti-paparazzi. The photography can be playfully redacted in interesting ways as below, with faces also being obscured using props or clever crops .
Launching the Brand at THE Must-Attend Event of the Summer, w/ Dre & Snoop
For The Alias Summer event, we needed to create several branded assets, including a digital invitation. Our goal was to hint at the brand without fully revealing the logo. To achieve this, we utilised our flexible design system, redacting the logo with event imagery and clever cropping. The result was a stylish, on-brand piece that perfectly captured the essence of Alias while also being quite specific to the event.
Launching the Brand at THE Must-Attend Event of the Summer, w/ Dre & Snoop
Another key asset for the Alias summer event was a logo animation that was displayed on screens throughout the event space. We aimed for a fun, playful animation that would allow the logo to truly stand out.
Launching the Holding Site
We were tasked with creating separate landing pages for Alias Travel customers and Alias Events customers, both to be ready in time for the event. These pages were designed to include links to Alias' email and feature subtle videos that align with our brand styling and evoke a sense of privacy and anonymity.
The Future Evolution
of the Brand
As an integral part of the Alias branding, the client sought to include the work of artist Yukimasa Ida. We commissioned a custom print to enhance the visual identity, reflecting his distinctive style of free-flowing oil paintings that blend colours in a vivid and textured manner. His work evokes a sense of travel, motion, personalisation, and experience. This artwork, like the rest of the visual identity, can be adapted and utilised in numerous ways across the brand.
“It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.”
— Ben Yefet | CEO Alias
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