Brand values.
I was asked to conceptualise, develop and refine Global Touring’s value statements that reflect their new organisational culture.
Check ‘em out below!
We take the right way, not the easy way. We're straight up even through the toughest conversations; tackling challenges head-on and with integrity. Honour commitments. Communicate with clarity. And build relationships based on mutual respect. Forget hidden agendas, we treat everyone fairly – despite a preference for instant coffee.
We are natural born explorers. Our people question old solutions, apply alternative thinking and embrace being challenged in the search for outcomes. We're excited by the journey on and off the road – expanding our knowledge, adapting to feedback and questioning the status quo. value ideas over hierarchy. Have the courage to take risks. Don't let perfection prevent growth.
If we do it, we do it well. We are empowered to make decisions based on data and experience – holding each other accountable along the way. Spare the excuses. Be fearless in the pursuit of results. And take responsibility – even when no one's looking. There will be bumps in the road; that's ok. We own our mistakes and learn from challenges as well as the successes.
Across oceans and office desks, it's more than a love for travel that keeps us connected. There are no silos here; we are each other's toughest critics and loudest supporters – especially around the ping pong table. People with diverse background, different identities and varied experiences make our company exceptional. We embrace alternate perspectives, recognise each other's strengths and champion collective genius.
Want more? Read the case study.
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Global Touring is the parent of travel brands: Back-Roads Touring and Topdeck. Their mission? To inspire people through life changing travel experiences.
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In March 2020, Global Touring was forced to downsize and as a result, they saw the emergence of a new organisational culture.
Recognising the opportunity this change presented, I was asked by senior stakeholders to develop and refine fresh value statements that would reflect the organisation’s new culture.
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Like Cirque Du Soleil, this project was a balancing act.
The values had to be aspirational and emotive (obvs). But they also had to communicate a concise message that everyone could understand – no matter what brand they worked for or where they were located.
The statements had to showcase the ingrained principles and unique personalities of Global Touring employees – while remaining universal enough to attract new talent for years to come.
All feedback from focus groups and stakeholders needed to be considered, but selectively actioned to hit deadlines and the project brief.
Most value statements are generic, impassive and just plain vanilla. Let's be real. So to develop unique value statements, Global Touring needed a copywriter with bucket-loads of creativity. Lucky I’ve got plenty of that.
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Before putting French tips to keys, I did what experts like to call ‘research’. Shocking, I know.
I found the most engaging corporate value statements didn’t shy away from prickly aspects of company culture. And were aggressively authentic to the brand’s personality and mission.
Running with this insight, I took the four values selected by Global Touring’s stakeholders and molded brutally honest ‘proof points’ that communicated what the values actually looked like in action.
I identified key words to include in each statement. Used metaphor to breathe life into the copy. And showcased Global Touring’s unique personality by weaving in company quirks and brand phrasing.
In review sessions, I asked pointed questions to extract constructive feedback. And set clear deadlines for feedback to be submitted. This removed endless editing loops (ain’t nobody got time for that), and delivered the final product ahead of time. *virtual high-fives all around*.