Sabre

Sharpening a sabre’s edge

The Challenge

Sabre Corporation, one of the world’s largest travel global distribution systems in the world, realized they needed to modernize their 30-year-old global brand to better reflect the company’s transformation from a legacy travel system to a new vision of a company looking to be a transformational company capable of reimagining the business of travel. 

To modernize its brand, Sabre needed to unify fragmented creative efforts across three business units, and bring order to an overwhelming volume of marketing, communications, and campaign requests. Internal teams, agency partners, and global stakeholders were misaligned, slowing execution and diluting brand impact.

The Approach

  • Led a global brand refresh
    Aligned executives, internal teams, and external agencies around a bold, cohesive brand vision—ensuring the company’s identity matched its leadership position in the travel-software market.

  • Delivered enterprise-wide creative support
    Supported three major business units serving airlines, hoteliers, agencies, and global partners. Managed everything from integrated marketing campaigns and event identities to internal storytelling and executive comms.

  • Overhauled creative operations
    Streamlined intake, prioritization, and workflows—bringing clarity to what was previously chaotic. Introduced crystal-clear communication rhythms and project-tracking practices that boosted client satisfaction within six months.

  • Built a culture of brand excellence
    Launched company-wide training and playbooks that elevated brand consistency and quality. Guided creative, marketing, and comms teams to produce global work with precision, speed, and impact.

  • A unified brand vision adopted across the enterprise

  • Faster, more predictable creative delivery with stronger cross-team alignment

The Outcome

  • Measurably higher satisfaction from business stakeholders

  • A creative team operating with confidence, clarity, and a shared sense of purpose