The project: a new brand positioning and creative platform for NewBlue (travel agency)
Agency: BuzzMN (Barcelona)
My role: Brand strategy and creative direction
El reto: NewBlue is a travel operator competing in a saturated market where every player offers the same destinations: the Caribbean, the Balearic Islands, the Canary Islands. The destination alone had stopped being a differentiator. The strategic challenge was clear: find a distinctive brand territory that would justify choosing NewBlue over any other operator.
The context: the project was developed in the post-pandemic period, a turning point for the tourism industry. A trends analysis revealed a central tension in traveller behaviour: an intense desire to experience travel again after months of restrictions, balanced by a new need for safety and control over what they were going to live. Travellers wanted to dream again — but without unpleasant surprises. This tension became the starting point for redefining NewBlue's value proposition.
The insight: The same trip can be perfect for one person and a disappointment for another. The difference doesn't lie in the destination, but in how closely the journey matches what each person had imagined. Happiness in travel doesn't depend on where you go, but on whether what you experience matches what you dreamed of.
The brand strategy: From this insight we built NewBlue's positioning: not selling destinations, but helping each traveller find their trip. A more personal, more tailored, more theirs kind of travel. This idea crystallised in the new brand pay-off — "Tus viajes más tuyos" — which captures NewBlue's promise in a direct and emotional way: the experiences you can live at each destination make them unique and unrepeatable, because they are truly yours.
From strategy to identity: The brand platform also guided the visual evolution: a new logo inspired by nature and the idea of branching, a metaphor for the diversity of traveller personalities and travel styles. More solid, more coherent, more dynamic — able to bring all types of travel under a single recognisable and authoritative identity.
Segmentation & message architecture: To make the personalization promise tangible, the brand platform was rolled out into different creative sub-platforms, one for each target and product segment. For each segment, a specific insight was identified (the particular desire, motivation or tension that defines that type of traveller) and from it a tailored message was crafted to connect NewBlue's overarching promise with the concrete reality of each travel style. In this way, the idea of "Tus viajes, más tuyos" stopped being an abstract concept and became something recognizable and relevant for every person, whether they were looking for a family getaway, a couples adventure or a complete digital detox holiday.
