Follow the sparrow

Challenge

CIBT, the leading global provider of immigration and visa services, was exploring uncharted territory: consumer travel. It wanted to build a new brand that would appeal to leisure travelers, offer a premium visual experience and leave plenty of room to grow. How can a fledgling consumer travel-assistance brand capture attention? 

Insight

The prospect of leisure travel can inspire extreme emotions, both bliss and terror. The potential reward is often a lovely vacation to an exciting new place. But Siegel+Gale found that when visa issues emerge, fear and anxiety dominate, because the stakes are so high and if something goes wrong, the vacation is at risk. This highlighted opportunity areas in the competitive landscape. While many offered practical and efficient assistance, no one seemed to be emphasizing the emotional benefits that went along for the ride. 

Answer

We came up with a dynamic name for the new company, Entriva, which is easy to pronounce globally and is a portmanteau of the words “entry” and “va” (the Spanish and Italian words for ‘go’). Guided by the strategic concept “Breathe easy, journey better,” we underscored the emotional benefit for consumers. The new visual identity is premium, featuring soothing green, along with primary colors to help provide clarity and guide the user.  

Entriva appeals to the consumer with a warm, empathetic tone of voice and one particularly delightful detail layered on top: a sparrow, which serves as a guide to the digital experience. The friendly bird brings the excitement and energy of going to see the world’s most incredible places. Its beak is similar to the pins dropped on a digital map. And its chirps and whistles provide a low-stress sonic notification to customers when tasks need to be completed. Entriva and its sparrow help to simplify the process so travelers can sit back, relax and get ready for takeoff.