What happens when a leader in travel technology decides it’s time to take flight once again?
For over two decades, Switchfly quietly powered the white-label e-commerce reward platforms behind some of the biggest names in travel and fintech. Then came the global pandemic, a seismic shift that grounded entire industries and left everyone reevaluating what “normal” really meant. Rather than retreat, the Switchfly team saw an opportunity to evolve. They set their sights beyond the traditional cornerstones of travel, expanding into customer loyalty and employee engagement.
But a question lingered: How do you communicate that new vision to the world?
That’s when The Grove Creative got the call. Working side by side with Switchfly’s marketing team, we embarked on a journey to reimagine, rebuild, and reignite the Switchfly brand.
A New Visual Language for a New Era
People don’t just crave travel; they crave the promise of connection.
We knew from the start that this rebrand had to capture more than planes in the sky or dollars saved. It needed to embody the joy of fresh experiences, the delight of discovering new places, and perhaps most importantly, the newfound purpose Switchfly had uncovered.
Logo Design & Brand Identity
To symbolize all of that, we created the Switchfly Wing Signet. It’s a nod to the company’s flight-industry roots. But it’s also a promise of “lift”—the thrill of embarking on something new, of seeing horizons from a higher vantage point.
Visual Brand Standards
Next, we introduced a soft-feel color palette, tailored to modern travel applications and mobile experiences. The colors invite visitors to step into Switchfly’s world and imagine being whisked away to that perfect destination. We compiled these elements into a comprehensive brand guidelines document, ensuring that, as the company grows, every expression of the brand remains in harmony.
Website Strategy & Visual Approach
A brand’s digital presence often speaks louder than any ad campaign. So when we moved from concept to website design, we asked ourselves: How do we bring Switchfly’s new identity to life in a way that speaks directly to the diverse audiences they serve?
The answer lay in balancing simplicity of navigation with the spark of discovery. Visitors to the new Switchfly site see it right away—a platform that not only highlights travel options but also shows Switchfly’s commitment to building rewarding experiences.
The website was custom developed to make content updates as simple as possible, ensuring Switchfly’s team can keep the site fresh and relevant as the industry continues to shift.
Brand Success Through a New Vision
The real proof of any brand transformation lies in how it resonates with the people who matter: customers, employees, and partners. The updated Switchfly brand now extends across every touchpoint—sales collateral, marketing materials, and internal communication tools—offering a unified message of possibility.
The impact was immediate. As James Houchin, Director of Marketing at Switchfly, Inc., put it:
“Market awareness, sales pipeline, and revenue have all increased since The Grove led us through a rebrand—almost overnight. Their design was the needed ‘kick’ to re-entering the market, and I couldn’t imagine doing it with any other partner.”
That’s the thing about brand transformations. They’re not merely about new logos or color palettes. They’re about showing up differently in the world, making a promise, and delivering on it—again and again.
For Switchfly, that promise is a renewed dedication to creating exceptional travel experiences, building loyal communities, and uniting teams through powerful engagement tools. For The Grove Creative, it’s the thrill of crafting something meaningful in partnership with clients who dare to dream big.
Because sometimes, when the world says “slow down,” you don’t just stand still—you spread your wings and fly higher. And that’s exactly what Switchfly has done.
Interested is seeing more of our work for Switchfly? View the full case study.
Ready to take your brand to new heights?
If you’re looking to transform your vision and spark meaningful engagement with your audience, we’d love to help. Contact The Grove Creative today, and let’s explore how we can collaborate to make your brand soar.