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IF agency repositions Scottish travel software brand following ‘multi-million’ investment 


Altrincham agency IF has worked with TravelTek to deliver a significant brand repositioning following an investment of at least a million pounds in the Glaswegian travel software provider.

TravelTek has been providing search and booking software to the travel industry for over 20 years. Following a multi-million investment the tech business tasked IF with re-positioning the brand in the hearts and minds of its customers and prospects.

Fully immersing itself in the brand, the agency set about interviewing customers and client teams before developing a new brand architecture and proposition ahead of November’s World Travel Market exhibition at Excel London.

Jo Whitely, creative director at IF Agency, said: “We have a tried and tested method of uncovering the genuine difference in a brand and finding relevant ways to communicate this both in an innate visual way through logo and identity and also in an overt way. This is one of those dream briefs where you get to understand the client business at a granular level before you put pen to paper.” 

Cressida Sergeant, chief commercial officer at TravelTek, added: “IF Agency have done a truly sterling job for us with our rebrand. I have already received glowing comments about how refreshing and brilliant our new logo and colours are. The team at IF Agency have been a joy to work with and nothing has been too much trouble.”

IF have become increasingly immersed in the travel, leisure and tech sectors in recent years with clients like Destinology, Marston’s and Bankifi. Christian James, IF Agency MD, said: “In these increasingly noisy and competitive markets, you’ve got to go beyond the obvious to make a meaningful difference. We have the tools, the talent and the passion to do just that. IF is heading in a very exciting direction and we have more exciting news on the horizon.”

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