Three brands, thirty years,
one rebrand.
Tour America came to us before their 30th anniversary feeling their websites and identity no longer matched the calibre of the business. Eighteen months later: three rebranded sister companies, full brand guidelines, brochure work, three new websites, and a custom partner portal that automates how their travel partners get content published, all live, all part of the same family.
Where they started.
A 30-year-old, progressive tourism group facing their anniversary moment with branding and websites that no longer matched their stature.
Who they are.
Tour America has been arranging US holidays for Irish travellers since 1995. Over three decades they've grown into a group of three sister brands — Tour America (US holidays), The Travel Suite (luxury bespoke travel), and Cruise Holidays (cruise specialists) — each serving a distinct slice of the travel market.
They're a progressive, knowledge-led company with serious operational heritage. They knew the brand and digital presence weren't doing the business justice anymore. With their 30th anniversary approaching, they came to us to step the whole thing up — the look, the system, and the functionality.
What they needed.
- Distinguish three sister brands' personalities without losing the visual family feel.
- Refresh the identity in time for the 2025 anniversary year, including a dedicated anniversary mark.
- Build three websites that serve three very different audiences and buying behaviours.
- Give travel partners a way to submit content directly, with team approval and automatic publishing to the right brand site.
The work, in phases.
Eighteen months, three phases. Branding first, websites next, then development and launch. Each milestone signed off with the Tour America team before the next began.
Brand strategy & identity
We started with the marks. Three logos sharing construction principles — line weight, geometric base, typographic feel — but each leaning into its own personality with colour, texture, and supporting elements. Plus a dedicated 30-year anniversary mark for the Tour America flagship.
- Three logo systems — Tour America, The Travel Suite, Cruise Holidays
- 30-year anniversary mark for Tour America
- Brand guidelines covering all three brands and cross-brand usage
- Brochure design — covers, spreads, and grid templates
Three website designs
With the brand system locked, we designed three websites — each tuned to its brand's voice, audience, and buying behaviour. Different homepages, different content rhythms, different conversion paths.
- Tour America — bold US holidays flagship with deep destination content
- The Travel Suite — quieter, editorial luxury bespoke experience
- Cruise Holidays — high-energy specialists with route-based filtering
- Shared content architecture for cross-brand team workflows
Development & launch
Three brand-distinct front-ends, one shared engine underneath. Integrated quote-request flows, destination-based content architecture, structured search across hundreds of holiday products — plus a custom partner portal where Tour America's travel partners submit content, the team gets notified, approves it, and the content auto-publishes to the right site. The kind of admin tooling a 30-year-old business actually uses, not the kind that looks good in a demo.
- Custom development across all three sites
- Integrated quote-request and enquiry flows
- Three sites launched — touramerica.ie, thetravelsuite.ie, cruiseholidays.ie
- Custom partner portal — submit, notify, approve, auto-publish
Look, don't tell.
Three brands, three logos, three websites, one anniversary mark. Each piece earning its place in the family.
Three drifting brands,
into one confident family.
- Three sister brands whose looks had drifted apart over the years
- Identities that no longer matched a 30-year operational heritage
- Three ageing websites, each built and maintained on its own
- Travel partners submitting content through slow, manual admin
- One coherent brand family, each with its own clear personality
- A refreshed identity plus a dedicated 30-year anniversary mark
- Three new websites running on one shared, maintainable engine
- A custom partner portal: submit, notify, approve, auto-publish
Everything we brought to the table.
Every discipline this project touched. Tap any one to see how we deliver it.
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