Expedia Group—Egencia
Boost brand awareness and demand for Expedia Group’s top tier travel management company serving 8.5 million global business travelers and 8,000 clients.
Overview
Egencia, part of Expedia Group, had strong travel management technology but lacked a brand narrative that reflected its innovation and global reach. The existing identity and messaging failed to connect emotionally with customers or differentiate Egencia from competitors. To attract more clients ranging from enterprise to SMB and support international expansion, the brand needed a unified brand framework that clearly articulated its value, trust, and impact across all touchpoints, from sales enablement to digital and event experiences.
Contributions
As Head of Studio, I led the in-house creative team to translate a new strategic vision into a cohesive, scalable brand experience.
Brand Framework: Partnered with strategy and marketing leadership to evolve Egencia’s brand architecture and storytelling across global markets.
Studio Leadership: Directed a multidisciplinary in-house team in executing the rebrand, elevating both creative craft and operational consistency.
Global Brand Center: Designed and launched an accessible brand platform to centralize assets, templates, and training materials, enabling global adoption and alignment.
Cross-Functional Enablement: Collaborated with sales, product, and external agencies to ensure the new visual and voice & tone extended across dotcom, campaigns, and events.
Results
The rebrand reshaped how Egencia was perceived by enterprise to SMB clients and accelerated business growth.
Influenced achievement of 2x revenue growth by 2020 and 3x acceleration in client acquisition.
Strengthened global brand consistency across global markets through centralized governance and enablement tools.
Improved sales efficiency with on-brand collateral and story-driven presentations that positioned Egencia as a trusted, innovative travel partner.
Fostered long-term brand stewardship, empowering internal teams to sustain the brand’s evolution post-launch.
Photography
Illustrations (Matt Carlson)
Display
Sales enablement, ad, media selling sheet
Tradeshow banners
Global Kickoff
Spearheaded a Back to the Future-themed special event to set the strategic direction for the year ahead. Led and inspired the Studio team to develop and execute the visual direction, including visual identity, iconography, banners, signage, and senior leadership presentations. Collaborated with global peers in production and on-site setup.