RETURN

CBT

Services

  1. BRAND STRATEGY
  2. COPYWRITING
  3. LOGO & IDENTITY
  4. NAMING
  5. REBRAND
  6. WEBSITE

Industry

Travel & Tourism

Client

BMD

THE CLIENT

CBT, formerly Complete Business Travel, was acquired by the BMD Group in 2021. The business has since evolved into a trusted travel management partner, delivering tailored travel experiences for corporate clients, groups and individuals across Australia.

THE CHALLENGE

CBT had outgrown its legacy identity as Complete Business Travel. While the business had a strong reputation for service and a loyal client base, its brand no longer reflected the breadth, sophistication or momentum of its offering across corporate, leisure, group and specialty travel. The challenge was to create a more modern, professional and flexible brand that could support future growth, clearly signal CBT as a travel business, and capture the people-led service that sets it apart.

HEADING

We began by defining a clearer strategic position for CBT, centred on its role as a partner across the whole travel journey. The refreshed brand needed to communicate an expanded scope of service, from booking travel to managing logistics, events, changes, duty of care and the wider experience.

This led to the tagline Travel, beyond the booking, positioning CBT as more than a travel provider. From there, we created a bold new logo and identity system, supported by refreshed copywriting, brand applications, rollout assets and brand guidelines.

The work came together in a new website with clearer messaging, stronger service pathways and a more polished user experience, helping CBT present as a confident and comprehensive travel partner.