Saying “hello” to a new brand 22

A multi-site rebrand that left no stone unturned.

A fresh start

Launched in 2013, Helloworld was born from Jetset Travel’s need to rebrand their various, well-known brands into one champion brand. Before the amalgamation the trouble ASX listed company consisted of four major retail brands Jetset, Travelworld, Travelscene American Express and Harvey World Travel.



Helloworld was a fresh start as the company looked to streamline operations under one, unified network.

Despite its youth in the retail travel industry, the Helloworld network was awarded Best Travel Agency Group (100 outlets or more) at the 2014 Australian Federation of Travel Agents (AFTA) National Travel Industry Awards (NTIA).

I also believe that if a consumer has a great experience in a Helloworld store, then the consumer will like Helloworld. I know that sounds simple, but it's almost as uncomplicated as that.

Kim Portrait | Chief Marketing Office, Helloworld

A franchise

It wouldn’t be easy – incumbent franchisees would need to be engaged to ensure the rollout was smooth and consistent. Possibly the biggest role was to engage with the internal stakeholders and enable Helloworld to define their brand along with the different levels of branding available to individual franchisees.

The fresh and bold new brand would put HelloWorld on the map quickly and efficiently. The challenge was a smooth transition across such a large network of locations in such a diverse mix of retail settings.

Helloworld is a fresh new brand, which represents how we’ve evolved to become Australia’s newest travel experience. Our new name is friendly, contemporary and reflects what we’re great at helping people discover the world.

McKinsey Global Business Implementation

A transition

Diadem assisted their business transition. Initially engaged for 82 sites, the brief grew to 245 sites nationally, with a variety of scope from site to site.

A Kit Of Parts of all signage was produced, including assembly drawings, colour palettes, material & finishes schedule. Diadem designed a solution to translate the signage and the new brand into shopfronts and retail spaces nationally, with the goal of capturing a new customer without alienating an old customer base. The feeling is that the new brand is already reenergizing the travel industry.

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