Global Guides DMC
Revamped Branding Strategy & Identity
A Case Study & projection in Designing for High-Ticket Corporate Travel Experiences.
Global Guides DMC | India |revamped brand personality
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Brief
Global Guides DMC — an India-based travel management company — sought to evolve from leisure tourism to high-value corporate travel. Our role was to retain its global essence while crafting a modern brand identity and content strategy that signals trust, scale, and sophistication. The outcome: a versatile visual system and tone tailored for multinational clients, incentive planners, and premium business travel experiences — all while rooted in local expertise.
Discover
Brand Audit:
The existing logo (Rajdhani type, globe-centric design, red primary color) offered visual strength but lacked system-level cohesion. Supporting elements like icons, typography, and palette didn’t support clarity or global professionalism.
Market Research:
Reviewed social media, web, and advertising strategies of global and Indian DMCs like Sita, Le Passage to India, and Kuoni. Observed how luxury-focused DMCs used minimalism, corporate language, neutral tones, and structured layouts to build trust and class.
Challenge
“How might we reposition a leisure-centric DMC to attract global corporates and elite clientele — while retaining trust, adventure, and authenticity?”
The central challenge was to elevate the perception of Global Guides without alienating its past audience. The branding needed to pivot toward a more corporate, B2B-facing presence, focusing on authority, efficiency, and premium service.
Define
Based on insights, we refined the brand into a few guiding statements:
Core Brand Positioning:
Global Guides is a destination partner for elite travel — blending professional reliability with unforgettable cultural richness.
Tone of Voice:
Confident, polished, informative — with a hint of wanderlust.
Design
Here’s how these principles translated into the interface:
Logo
Color Scheme
Typography
Iconography
Editorial
Delivery
We balanced color & element to bring out visually appealing website interfaces for the brand.
Conclusion
“Designing for Global Guides was a study in contrasts — how do you balance the wanderlust of travel with the razor-sharp expectations of corporate buyers? By anchoring the brand in purpose, refining the visual structure, and letting the world unfold through design — we helped Global Guides chart a new course in the DMC industry.”
