Sam:]
Sam Logo2
Client
FCM
Project
Branding, Communications, Guidelines, Corporate, Tech, Travel
Have you met Sam:]
Brand strategy, copywriting, creative communications
The dawn of a new age in corporate travel is here, and it feels a lot less like, well, corporate travel.
Sam:] is the ‘Smart Assistant for Mobile’ created by leading travel management company FCM Travel Solutions’ (part of Flight Centre Travel Group), with strategic brand advisory and creative from Underscore.
About the brand exploration
Sam:] allows corporate travellers to enjoy a seamless end-to-end experience across all aspects of travel via a conversational interface to answer questions, anticipate needs, make recommendations and perform actions. As a highly interactive and travel-savvy creation, Sam:] picks up on cues, such as travel patterns and preferences and updates travellers accordingly: the more a traveller uses Sam:], the more intelligent the chatbot becomes, so that information delivered to the user is even more personalised.

We developed story of ‘Your pocket travel assistant’ in addition to a brand activation narrative that would build hype and attendance to the Sam:] stall at the BT Show London 2017. From Have you met Sam:], to Sam:] knows, Meet Sam:] and #thankssam. This sequential narrative connected emails, social, websites and exhibition promo items to the journey of information gathering experienced by potential customers through to sign up for the future release of the product expected in late 2017.

We then held this narrative in a clean, slick, simple and clear design language featuring a playful combination of ownable imagery, bold blocks of blue, iconic faces and personal messaging. The goal was to create curiosity behind who Sam:] is and where audiences can meet the mysterious personality that’s set to change the way we travel.
Woman Banner Image
Brand Book
Brochure Banner
Brochure

Marc Blanes, Sam:]

“The brand empowers everything that Sam:] is and does. It’s clean, slick, simple and clear. The design language features a playful combination of ownable imagery, bold blocks of blue, iconic faces and personal messaging to create curiosity behind who Sam:] is and where audiences can meet the mysterious personality that’s set to change the way we travel.”

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