Our rebrand is about more than a change of name and new logo.
With the help of our creative partner Playmaker Studio, we’ve transformed our entire visual identity to create a contemporary brand that more accurately represents the dynamic travel management company we are today.
For three decades, the Fairway brand was understandably wrapped around professional golf. So when we set off on this journey we knew we needed a look, feel and tone that reflected our decision to extend our expert travel management services into other sports.
We needed to create a brand that would help us stand out in the sector and work well across a variety of media — including digital, print and out of home — and represent the forward motion of the business in a simple way.
Some highlights of the new identity include:
- A sophisticated colour palette
- A clean and modern look and feel
- A much more defined service propsition
- The reverse ‘r’ in the logo, which is used as a forward-pointed arrow across various assets
- The mix of sport and experience-led photography
- The faint vertical tramlines that run through our website represent the motion of travel
The rebrand marks — and hopefully reflects — an exciting new era for an established business with a new enhanced offering.
Check out our Q&A with Forward CEO for more about the strategy behind the rebrand.