We helped XL, the UK based travel and leisure group, create their repositioned brand. In an industry split between cheap fares with a travel experience that cuts every possible corner and expensive fares that include various perks that don’t justify the price-tag, XL offers an alternative. Holiday travel has gone through an accelerated process of commoditisation. Passengers are no longer excited by low fares as these are now the norm. Additionally, passengers are increasingly aware that a cheap airline ticket often comes with the expensive price of an experience so bad, it either brings you exhausted to your destination or eclipses any positive holiday memories on the way back.

“Having an aircraft as a canvas is a designer’s dream,” Says Niqui Harwood, who created the new identity together with designer Andrew Morris, “but when XL approached us, we knew we wanted to create something truly special. They have a great product, and a bafflingly dedicated team. We wanted to give them a brand that can leverage those invaluable assets, bring across who they are and help them stand for something.”
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