Clear Defendable Territory

Scott Dunn Private

How do you take luxury travel to new heights?

Redefining travel experiences

When your dream holiday is just a click away, why would anyone choose a luxury travel agent? That’s the challenge Scott Dunn presented to us a while back, and here’s how we tackled it. Fast forward to today, and they’re back with a new challenge: to create a brand for Scott Dunn Private – a service designed for its most loyal and wealthiest customers.

We’re talking about the kind of people who thrive on the unique and expect the absolute best at all times. The kind of people for whom the sky isn’t even the limit any more. But when that becomes the case, how do you take travel to extraordinary heights?

Scott Dunn Private
Scott Dunn Private

Making every moment count

Highly bespoke, one-off experiences in some of the planet’s most remote corners – of course, that’s part of the Scott Dunn Private offer. However, in a world where luxury is the norm, we needed to position it as a different kind of travel partner: one that’s part of its guests’ family offices, with everything it does designed to provide them with a whole new level of service and value.

The team there will stop at nothing to make sure that every second of every day is flawlessly executed, providing its community of guests with travel experiences that enrich their life stories. To convey that attention to detail and what it enables, we took the essence of Scott Dunn and elevated it into something even more meaningful, personalised, seamless – and unexpected.

Taking travel to extraordinary heights

Since Scott Dunn Private is an invite-only service, most of the branded content is aimed towards the Private guests who already know Scott Dunn. So instead of using a full logotype, we created a monogram that takes cues from high-luxury fashion to elevate it from the core brand. We enriched the existing colour palette with new vibrant hues to mirror the richness of the experiences created. And when it comes to language, we preserved Scott Dunn tone of voice’s distinctiveness while infusing a touch of sophistication to enhance its luxurious feel. We also added layers of descriptive language throughout to paint a richer and more detailed picture of what people can expect.

Scott Dunn Private
Scott Dunn Private