IT’S ABOUT THE EXPERIENCES
When you think back to the best trips you’ve taken, what sticks in your mind most are the incredible moments, and the feelings you got from experiencing them. You remember how small you felt staring up at the Empire State Building for the first time, or how you huddled together with your family to stay warm as you rode the ferry through the fog covering the Golden Gate Bridge. As we thought of ways to evolve the brand, we focused on bringing to life the stories, the experiences, and most of all, the feelings that each and every one of these “iconic spots” evokes.
THE ICONIC SPOTS
The branding concept originated from that simple notion: that CityPass identifies and curates the “iconic spots” (visitor attractions) for its customers in each destination. From that idea, Teak developed a simple red dot to be the central branding element, visually representing the best, most popular, places to go for a particular destination.
A BRAND THAT STANDS OUT AND FITS IN
The challenge was to create long-term brand loyalty for an “ingredient” brand- given that they partner with much larger and well-known brands such as Disneyland. The key was to bring more consistency and humanity to the brand– both in voice and identity. We re-worked their entire brand guidelines creating a new logo, giving them a more sophisticated typeface, and re-defining the style and role of photography in the brand. We then applied that identity to create an asset library– developing 12 destination-specific videos and templates for marketing content. Just like the amazing trips they help people take, the CityPASS brand is about more than the elements that make it up. It’s about the feeling that people get when they experience it.
“When we first approached Teak, CityPASS was new to the world of creating and communicating a singular graphic look and feel, much less a brand voice. The tools and thinking they provided helped us shape every aspect of our brand communications, and yielded results beyond our expectations. We approached Teak with an assignment, but what they gave back to us was our brand.”