Make the world work for you

Carlson Wagonlit Travel

What we did
Brand refresh, tone of voice, art direction, brand strategy, brand video, launch campaign


The project
A global specialist in managing business travel, meetings and events, CWT recognise the world of business travel is evolving. We were tasked to propel CWT forward as a brand, create a bigger sense of purpose by positioning them as leaders in digital business travel.

Innovation is rapidly changing how business travellers connect around the world. They can have this world their way – in the palm of their hand, through technology. Whatever they need, preferred hotels, flights, entertainment, loyalty rewards, the business traveller can have a whole world of choice at their service. CWT needed to demonstrate they are at the cutting edge of this technology and deliver an emotional territory of how the traveller likes to work.

We elevated the CWT brand capturing their essence in an overarching theme line: ‘Make the world work for you’. This was reinforced visually through the use of circular photography within a grid of images. Each communication tells an international story of different experiences to create a feeling of understanding and knowledge. We show no one responds to the needs of the business traveller like CWT.

We have created a brand that is more aligned to the CWT company vision and can be implemented across business travel management and meetings and events. We needed to create a big idea that signalled an important step change. Or in the words of our client: “I think this campaign will unite us all together in our excitement”.

Photography: David Loftus