Hemingways Travel
Giving an old company a new lease of life
The Client
Project Scope
Hemingways Travel, formerly Express Travel Group, has been a travel management force since 1955—65 years of slick service for corporates. IATA-accredited and part of Hemingways Collection, they’re experts at bookings, conferences, and care. Post-Covid, they eyed leisure travel, aiming to blend their legacy with a new crowd under one premium banner.
Brand Strategy
→ naming
→ positioning
→ differentiation
Brand Identity
→ visual: logo, colors, fonts
→ guidelines: brand guidelines, imagery guidelines
Brand Implementation
→ business cards
→ letterheads
The Challenge
Our Approach
Express Travel Group’s brand was lagging—an old “e” logo and patchy colors didn’t cut it for their leisure travel push or Hemingways Collection vibe. After 65 years, they’d earned trust, but the look screamed “past,” not “future.”
The task: rebrand for two audiences—corporates and leisure travelers—while syncing with the Collection and keeping heritage intact. Covid’s chaos only upped the stakes—they needed growth, fast.
We kicked things off with their team—strategic sessions mixed with straight talk—to nail their vision. Our scope: naming, positioning, differentiation, a full identity (logo, colors, fonts), plus rollout (cards, letterheads, guidelines).
Research showed clients loved their efficiency but missed a unified front. “Hemingways Travel” emerged, tied to a paper-plane logo—black pearl blue for trust, pumpkin orange for zest—mirroring dual segments. Stylescapes set the tone; deliverables locked it in—precise, bold, and ready for tomorrow.
The Outcome
Hemingways Travel launched their rebrand and soared—aligned with Hemingways Collection, they’ve grown, with bookings humming on their live site. CEO Ross Evans calls it a response to “emerging opportunities,” blending corporate reliability with premium leisure appeal.
Clients love the design—modern, cohesive, a nod to 65 years of trust. Post-Covid, it’s a win: tourism’s up 65.4% in Kenya (Sh146.51B in 2021), and Hemingways is riding the wave, offering tech-savvy peace of mind. As Evans put it, “We’re delivering for corporates and now leisure travelers”—our work helped them pivot, thrive, and claim their spot in a 10.47% annual growth market (Statista).
