Priceline.com Brand Introduction
In 2016 Priceline.com conducted a brand refresh to solidify a post-William Shatner identity. The refresh would harden up some of the brand guidelines and define the Priceline.com brand as Real, Smart and Fun.
Out was the William Shatner images and in were real photos of real people enjoying real travel. No more hyper-stylized stock travel photography. We would now be using a more user generated photography style along with our fun and punchy brand voice and a crisp, bold text treatment.
With the refreshed style defined it came time to roll it out to the greater company. The brand design team created new style guidelines and a brand book that would act as a guide to the refresh as well as an example unto itself. Brand Camps were also conducted as a way to introduce the new brand to each department and to run exercises to show it effects their teams.