Brand building // This is Beyond rebrand (2019)

The Challenge: Beyond Luxury Media existed for more than 10 years as little more than a holding company for several sub-brands in the B2B luxury travel events industry, including PURE Life Experiences, LE Miami, We Are Africa, Further East and Conservation Lab. As the company’s portfolio and team grew, there was an increasing disconnect between the various tight-knit communities associated with each sub-brand, including the people working on the products, resulting in lack of brand awareness, lost cross-marketing opportunities, and fractured internal morale. The Opportunity: We wanted to create a parent brand as strong as the existing sub-brands in the portfolio, uniting the ethos of each separate event and community under one recognisable and – most importantly – believable purpose, mission and vision that everyone could get behind, from the buyers, exhibitors and press who attend the events to the teams and suppliers who make them happen. The Process: The rebrand took over a year, beginning with internal consultation and focus groups, involving multiple internal and external marketing and creative teams, many rounds of leadership team feedback and idea-development, and eventually culminating in a whole-company internal launch event followed by an external launch campaign. Closely supporting the Marketing & Community Director, I led the conceptualisation of all-new This is Beyond’s purpose, mission, vision, values and tone of voice, overseeing the creation of a brand guide that would practically serve the entire company. The Results: Externally, parent-brand presence across every touchpoint – from the sub-brands’ digital marketing assets to activations at events – increased awareness of our industry expertise and broader event portfolio among our existing and potential customers, paving the way for a new revenue-generating This is Beyond digital networking platform being created in 2020. Internally, activations including values-themed workshops and annual company awards boosted camaraderie and created a framework for making decisions and generating ideas that encouraged agency among the wider team.