Merging seven coach travel operators across the UK
The Challenge
When The Coach Travel Group was formed through a merger of multiple coach operators, I faced the challenge of creating a unified brand identity that would bring together diverse companies under one cohesive umbrella. Having already successfully established the brand identity for the Ready Group, I was entrusted with this complex rebranding project.
The Solution
I developed a comprehensive brand identity that reflected The Coach Travel Group's core values and ambitious vision. The new identity needed to:
Unite multiple merged companies under a single, recognisable brand
Communicate the company's commitment to safety, reliability, and innovation
Appeal to diverse customer segments from school transport to holiday travel
Support the company's vision to become "the leading national coach travel company"
Brand Foundation
The brand identity was built around The Coach Travel Group's six core values:
Safety First - Ensuring customer and staff protection
People Empowerment - Supporting employee growth and development
Reliability - Delivering punctual, dependable services
Innovation and Progress - Investing in technology and continuous improvement
Environmental, Social and Governance - Commitment to sustainability
Pride and Integrity - Creating stakeholder confidence
Implementation Across the Group
The brand identity was successfully extended across all merged companies, creating consistency across:
Service Areas
School Transport
Commercial Transport
Holidays & Day Trips
Operational Scale
700+ dedicated professionals across 16 depots
Fleet of 450 high-specification vehicles
Results
The brand identity work successfully unified the merged companies under The Coach Travel Group banner, creating a cohesive visual presence that supports the company's mission to "lead the industry in the UK by delivering exceptional service and fostering a dynamic culture of safety, reliability, and innovation."
The brand now effectively communicates the group's substantial scale and capabilities while maintaining the trust and reliability that customers expect from their transport provider.
Logo design, brand identity design, sales literature design, newsletter design, holiday brochure design, and exhibition stand design.
