Brand storytelling with soul

Brand design agency Without commissioned me to work with their team of strategists, designers and writers on a global redesign of The Thinking Traveller.

In an increasingly generic, functional market, we began by asking The Thinking Traveller to tell us stories about their travels. About a tiny church hidden in a cave, accessible only by boat. About arranging a secret wedding proposal for one of their guests at the top of Sicily’s Mount Erice (she said yes!). About beautiful homes, restored by design-savvy owners. The Thinking Traveller has always stood apart from its competitors; they just needed a brand that championed their spirit. Without’s global rebrand began by repositioning it away from the estate-agent speak of ‘exclusive villas’ to what The Thinking Traveller really is: the only keyholders to places with soul.

I collaborated with Without and The Thinking Traveller on tone of voice, written brand positioning and content strategy, including newsletters, website copy and social channels.

A house in the clouds. A gate to the sea.
The vase by a local artist. That little-known piazza.
The Thinking Traveller is a luxury villa rental
company inspired by places with a soul:
individual in design, connected to location and community.
We're the only keyholder to this family
of unique houses in special locations.
Until we hand the key to you.