Client
GLOWB
Industry
Hospitality
Skills
brand_strategy | visual_identity | messaging
Mixing it up
What's the rule about mixing business and pleasure? What's the point of vacationing if you can't measure its value? Business tourism is more than handshakes and gray meetings. The MICE industry, which stands for Meetings, Incentives, Conferences, and Exhibitions, has grown immensely and is one of the fastest growing tourism sectors. Employees are no longer satisfied with just attending meetings and conferences on their work trips, but also want to experience local culture and interact with locals.
Value is the new currency
Despite the desire to recharge and reawaken, companies that take their employees on business trips also want to add value. They want to enrich their employees with creative ideas and expose them to different viewpoints. We were approached by SAR-El, a leading tourist company in Israel, at the right moment to expand and develop into the business audience. We enjoyed exploring MICE tourism with them and their unique value proposition. The new positioning "Business Accelerators" accurately illustrates the story: this is not just another vacation, it's an opportunity. We then decided that the essence of the brand was "Experience for" - the world is dynamic and ever-changing, therefore our role is dynamic and changing every day.
Walk the walk, Talk the talk
It was decided to establish an independent brand that exclusively addresses the business audience. Yet, it can take advantage of SAR-El's tourism knowledge and experience. The chosen name is Glowb - a combination of globe/global/glowing. The logo was carefully designed to become one of the central elements of the brand and is at the core of the visual identity. Glowb offers a unique and innovative experience for businesses, opening its participants up to a world of limitless opportunities to grow, glow and expand. We visualize this act of expansion in our logo by showing the 'O' open up to provide a frame where experience and transformation can happen. The brand colors are deep and bright, representing SAR-El's seniority while also allowing Glowb's innovation. The photographic language captures moments from different angles when the atmosphere is lively and reflects Glowb's diverse experiences.
