Mumbai: Cleartrip, the leading travel and experiences platform in India and the Middle East, has appointed I-AM, the international multi-disciplinary branding and interior design agency, to manage its integrated workspace branding mandate. The mandate includes conceptualizing and executing the branding and communication concept for the new facilities in Cleartrip’s office in Bengaluru, spread across a total built-up space of over 35,000 sq ft. The environment branding mandate for I-AM was to ensure that the space embodies Cleartrip’s values and culture and is able to inspire all stakeholders in line with the brand’s core propositions. The Cleartrip brand is known for simplicity and elegance in its product design, as well as its superlative customer experience, and the company wanted its internal space to emanate the ethos.
The challenging multi-agency pitch was won by I-AM thanks to its robust, well-defined processes, brain storming, planning, extensive brand research, strategising and understanding of the Cleartrip brand and culture. Further, the agency also garnered detailed inputs via in-house employee surveys, therein bringing in the wow factor which helped to make the pitch more creative, relevant and outstanding, translating into a winning outcome. Keeping the brief in mind,I-AM also designed the environment space graphics which were inspiring, smart, quirky and full of energy.
In fact, the story behind the environment graphics emerges from the Cleartrip values of One Tribe – cool, quirky, and fun. It draws a parallel between the nature of the work of the technology, product and marketing teams, and the travel experiences they are helping people create. The graphics for the technology team floor uses tech icons to illustrate travel stories. The graphics for the marketing team floor uses symbols of planning and strategising that come together to create a big idea. With several symbols coming together to form a big idea, the graphics also celebrate how everyone’s contribution comes together to create a great solution in the form of Cleartrip’s best-in breed travel and experiences related services. The graphic styles capture the emotion of travel destinations as well as the restlessness and curiosity that are a part of Cleartrip’s values.
Ashish Dhruva, VP Marketing, Cleartrip said, “Being among the cleanest and the most clutter-free of e-commerce sites, Cleartrip’s passion for usability and elegant design have made it a firm favourite with tech-savvy consumers. Our goal with internal environment branding is to create a space where our young workforce feels inspired and valued for the contribution they are making to shape the world of travel. While offering a seamless travel booking experience to our customers, we also wanted to offer an equally inspiring place to our Cleartrip tribe to work from each day. We believe that I-AM understood this vision perfectly and we are pleased to partner with the agency for this internal branding exercise.”
With this win, I-AM has added another prestigious brand to its portfolio of esteemed account wins based on its meritorious, unique and innovative ideation and implementation skills. Commenting on this prestigious account win, Brian Pinto, Country Head, I-AM said “It is an honour to win the mandate of conceptualising and executing the Cleartrip workspace branding. Our mandate is to bring alive the values of the company while ensuring that employees are aligned to the organisation’s vision.”
