Hudson
Going places together
Making a legacy brand look and feel like a leader
Challenge
Hudson Group’s evolution from a few newsstands in LaGuardia Airport to a travel experience leader spans more than three decades. While the brand was instantly recognizable as a landmark associated with travel essentials and books, it was ready to own its role as an all-encompassing travel partner. Embracing customer sentiment as its North Star, Hudson looked to marry purpose with promise and build a new brand centered around being the “Traveler’s Best Friend.”
Insight
To ensure the new brand would resonate with key audiences, we conducted qualitative and quantitative research with airport directors and travelers. We uncovered opportunities to distinguish Hudson from its competitors by demonstrating its innovative approaches to enhancing the airport terminal experience, and showcase its authentic understanding of travelers.
Answer
Hudson’s new brand strategy, voice and visual identity convey Hudson’s vibrant culture, entrepreneurial approach to customer service, brand stewardship and genuine relationship with travelers.
“Our new identity is sophisticated and confident, with a welcoming visual representation of the company’s DNA that perfectly spotlights our people, brands, locations and, most importantly, our customers, and strengthens Hudson’s authentic connection to travelers.”
Hope Remoundos, EVP & Chief Marketing Officer, Hudson