The essence of battleface is the hero’s hero.
Essence is the imperative, the purpose that we’re always striving to fulfill. It serves as a creative catalyst and litmus test for our brand decisions — the brand is well represented when our essence comes through clearly.
We’re here to serve. The traveler is the hero and we’re the quiet, confident support team that makes sure each adventure and every trip is exactly what it needs it to be, no matter the situation. Our expertise smooths out any wrinkles, our agility allows us to adapt to every need, and our loyalty keeps us committed to the journey, every step (and misstep) along the way.
How are we the hero’s hero? We remove the stress and worry of travel, making room for experiences that inspire and empower.
What this means internally
We should always be asking ourselves if what we’re doing is supporting our customer, the traveler. This naturally extends into our customer service, but has implications when we think about hiring, what this means for marketing, and how we talk about ourselves in meetings with prospective partners.
What this looks like externally
Our brand is aspirational and exciting, but also grounded in a sense of security and familiarity. At a glance, our brand should look geographically, ethnically, and diversely representational. Travel doesn’t look a certain way and our brand should never imply that travel insurance is only appropriate for a specific kind of vacation.
Our photography shows everything from leisure to big adventure to family vacations to solo treks in a manner that’s real, raw, and never overly perfect. Our typefaces are dynamic and flexible, conveying the utility of our brand. And our icon system, inspired by traditional wayfinding signs, tells the customer that with battleface, they’ll never be lost.
Ultimately, our brand identity culminates in a sense of utility. battleface is as essential as your luggage — a critical item to pack whenever travel happens.