From Marrakech to all of Morocco

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Client
Travel to Morocco

Case
Renaming
Brand strategy
Rebranding & digital platform

Services
Brand strategy
Naming
Visual identity & branding
UX & web design
Website development
Video & content
Online & offline advertising
Print

Sector
Travel, B2B

Over more than ten years, Travel2Marrakech had grown into far more than a provider of trips to a single city. The organisation was creating tailor-made journeys for schools, companies, sports teams and private groups, spread across the whole of Morocco.

During the strategic phase it became clear that not only the look and feel, but the name itself was holding the organisation back. Cubic Mill therefore advised the move to Travel to Morocco: a name that makes the full offering visible and gives room to the ambitions of the brand.

From that new foundation we developed the brand strategy, the visual identity and the complete digital experience. We brought very different audiences and types of travel together within one recognisable brand, without losing the personal approach and the local connection.

The result is a travel brand that feels bigger, more professional and more consistent. From website and social content to advertising and print: every touchpoint now tells the same story.

A name that makes room to grow

A name that makes room to grow

A brand that had outgrown its name

Travel2Marrakech had started out from a single destination, but the organisation was by then active across all of Morocco. As a result, the name and the look told only part of the real story.

The new positioning had to make room for study trips, corporate travel, sports trips, private journeys and fully tailored programmes. At the same time, the personal approach, local knowledge and warm connection with Morocco could not be lost.

On top of that came an important UX challenge. Every audience has different needs, questions and decision moments. We had to structure those differences clearly, while the whole continued to feel like one strong, recognisable travel brand.

An identity in motion

The visual identity is built around movement, connection and discovery. The flowing symbol expresses a journey that cannot be captured in a straight line, and at the same time refers to the human, personal way in which Travel to Morocco puts its trips together.

The visual language evokes Morocco without falling back on predictable symbols or folkloric clichés. Rhythm, routes and organic shapes form the basis for an identity that feels culturally recognisable and contemporary at once.

The outcome is a distinctive brand image that stays recognisable from a small social media format to website, advertisement and print.

The deep red primary colour gives the brand warmth, character and visual strength. It makes a subtle connection with the landscape, the architecture and the craftsmanship of Morocco, without making the brand traditional or touristic.

Turquoise brings freshness, energy and contrast to that. Softer background colours give the photography and the content enough calm, and keep the identity accessible in digital use as well.

The palette makes the versatility of the country tangible: warm and outspoken, but also open, lively and inviting.

Morocco as you experience it

The photography had to show not only where you can go, but above all what a journey with Travel to Morocco can mean. That is why the emphasis is on real moments, human connection and the feeling of being on the road.

We combined landscapes and architecture with culture, movement and encounter. The image selection makes room for the different journeys the brand offers: from study trips and training camps to corporate programmes and personal tours.

Morocco is not presented as a collection of sights, but as a country you discover, experience and get to know together.

Experience in motion

For the homepage and social media we selected and edited video material that takes visitors straight to Morocco. Movement, landscape and human moments make the energy of the brand tangible before anyone navigates further through the website.

The different edits create a consistent brand experience on the website and within shorter social formats.

From social to magazine

We translated the new positioning and visual identity into online advertising and offline campaign work, including advertisements for magazines.

Every execution is part of the same recognisable brand world. That keeps Travel to Morocco consistently visible, from a first touchpoint on social media to an advertisement in print.

One digital journey, several starting points

The website reduces a broad and substantively complex travel offering to a clear experience. Visitors need to recognise quickly which type of journey suits them, without losing the sense that everything is tailor-made.

That is why we developed clear routes for study trips, corporate travel, sports trips and private journeys. Every audience gets relevant information and its own atmosphere, while all pages remain part of the same brand and the same user experience.

Destinations, types of travel, practical information, customer reviews, sustainable impact and inspiring content come together within one scalable platform. Focused calls to action and detailed request forms then guide visitors towards a fitting travel proposal.

What the new brand had to achieve

The assignment went further than developing a new look. Travel to Morocco needed a brand that shows the real scale of the organisation and makes further growth possible.

We therefore brought the strategic, visual and digital objectives together into four concrete principles.

Room to grow

Translating the move from Travel2Marrakech to Travel to Morocco into a brand for travel across the entire country.

One recognisable brand

Developing a consistent identity for the website, social media, campaigns, video and print.

Clear routes

Guiding different audiences quickly to the right type of journey, information and request route.

Local strength

Making the experience, guidance and local connection behind every journey convincingly visible.

One brand. Recognisable everywhere.

Travel to Morocco now has a name and a brand identity that match what the organisation really is: an experienced specialist in tailor-made journeys throughout Morocco.

Strategy, branding, UX, technology and content reinforce each other within one coherent system. That makes the brand feel not only more professional and more mature, but also allows it to be used more consistently across different audiences, types of travel and channels.

From the first advertisement to the website, the travel proposal and the final print work: every application now contributes to the same recognisable brand experience.

A scalable brand identity

An outspoken symbol, a warm colour palette and a flexible visual language give Travel to Morocco a face of its own. The identity is recognisably Moroccan without becoming predictable, and works consistently from digital content to physical applications.

A platform for growth

The website translates the new brand into a clear, conversion-focused digital experience. Visitors find the type of journey, destination and information that match their question more quickly.

With inspiring content, dynamic components, practical information and focused request routes, the platform supports both the brand experience and the commercial growth of Travel to Morocco.

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Make your brand work harder

Does your brand feel smaller than your company has become? Cubic Mill helps you position yourself more sharply, come across more powerfully and stay visible more consistently. Let's explore together where your brand can carry more value.

    Rachid, oprichter van reclamebureau Cubic Mill in Amsterdam

    Rachid

    is happy to help