Sabre: Case Study
Sharpening a sabre’s edge
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.
I was brought in to lead their global brand and creative team to reinvigorate the brand in both domestic and international markets.
A primary challenge of this effort was that Sabre historically was aligned into 3 seperate business units that viewed themselves as seperate brands with little need for an overarching corporate brand. Each group would need to be worked with to build buy in, concensus and approval.
I accomplished this daunting task by working closely with the various business units to uncover where they were similar and where they were different. Partnering with an external creative agency in conjunction with his internal team, the team defined a new brand platform, visual identity, editorial guidelines, governance model and global training program.
