At the end of 2024 Wild Dog was invited to run a day-long strategy workshop during an immersive week hosted in Spain for the team to better understand the experience of a trip. There was no agenda to the workshop, apart from helping the team understand the power of brand, and reviewing The Luxury Villa Collection’s position in the market in the context of its competitive set, and also its post Pandemic ambition.
The strategy session generated three clear insights that needed to feed into a new brand.
Luxury Travel offerings tended to favour one of two typographical approaches. Either an ornate, florid style which evoked personality and heritage, or a bold, simple approach, which reflected class and a more contemporary feel. The Luxury Villa Collection had traditionally gone for the former, but the team felt that this was making them look out of touch with more modern companies.
The Luxury Villa Collection are genuinely dedicated to and focused on Spain, with many years of hands-on experience living in the country and a love of the region, culture, which is reflected in the experiences they curate. However, the brand did not highlight this nearly enough, and any new visual asset and brand communication needed to bring this ‘Taste of Spain’ to life.
Finally, The Luxury Villa Collection offered a wide range of properties, from contemporary sleek urban, to traditional rustic charm, and their clients were similarly varied, coming from all over the world, being different ages and having different needs and motivations.
At first this felt like we would struggle to find a unifying voice for the brand that would appeal to everyone and reflect the entire offering. Deeper research, however, uncovered something common to all audiences, that true luxury can be defined as being understood.
All future communications should demonstrate that whoever you are, the team will strive to understand you, to listen to you, and curate the experience and service that you crave.
Our main new output was the changed logo, a distinctive, contemporary marque that evokes aspects of traditional Spanish culture and architecture. This was supported by a new colour palette, with confident and elegant primary colours, and a more vibrant, fresh secondary palette for use in different formats.
Since launch, the brand has been implemented across all digital assets (social media and the website) as well as giving The Luxury Villa Collection a range of supporting collateral, from business cards, courtesy cards, wine bottle tags and video animation graphics.
