Have you met Sam:]

Sam Logo2
Client
FCM
Project
Branding, Communications, Guidelines, International, Corporate, Tech, Travel
Brief
Brand articulation for an AI travel companion.

The problem

The dawn of a new age in corporate travel is here, and Sam:] is the ‘Smart Assistant for Mobile’ created by leading travel management company FCM Travel Solutions’, that needed to be brought to life by Underscore.
Featured in Travel Weekly Magazine.

The solution

Because Sam:] allows corporate travellers to enjoy a seamless end-to-end experience across all aspects of travel we developed our story of ‘Your pocket travel assistant’ in addition to a range of brand activation narratives and messages that would build hype and awareness of this industry changing technology.

We then held this narrative in a clean, slick, and 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.

The result

The dawn of a new age in corporate travel is here, and it feels a lot less like, well, corporate travel. The new Sam:] narrative is now established and now connects with business travellers right across the world.
10% stake increase in 30SecondsToFly.
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Brand Book
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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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