A complete design refresh for the 11th edition of business travel’s most cited annual reference. Scope: the report itself, plus the launch campaign that carried it.
For the 11th edition of the CWT GBTA Global Business Travel Forecast, one of business travel’s most cited annual references, the brief was a complete design refresh: the report itself, plus four category-specific cuts (Air, Hotel, Ground, Meetings & Events) for social. Each format had to stand alone in a feed. The campaign had to read as one piece.
Imagery was selected for tonal continuity, not just topical fit. Each photograph carried hints of Sanguinello, a core CWT brand colour, woven through the photography itself: a warm runway light, an orange jacket on a conference speaker, an interior shot lit in the right key. The colour thread was built into the imagery, not laid over the top.
Every asset was constructed against CWT’s brand guidelines from typography to logo placement. The campaign reads unmistakably as CWT whether seen as a report cover, a LinkedIn tile, a presentation slide, or an internal email.