All we can tell you so far is, working with our strategy partner Anne Bahr Thompson, we've re-focused the business to re-engage with their target markets.

Working across the key markets of USA, UK, Australia and Central Europe we've defined their story, vision, mission and values. This has resulted in a new logo, colour palette, typeface and visual system.

Brand as business not brand equals logo has been a key theme throughout the project. Of course, the new branding will be on business cards, shop fronts and brochures. But the big idea for the brand goes deeper than that. Who are our key customers? What type of products are we selling them? What type of people do we need to employ to deliver the STA Travel experience?

One of the key visual questions we've resolved is, all travel companies use similar photography to advertise their products and engage with their customers. So how can we make a photo an STA Travel photo? We've developed a set of photographic guidelines that will ensure in their 80 locations all over the world and through their online experiences a definitive and recognisable STA Travel is developed.

You'll have to come back later in the year to see the results as there's lots of work still to do . . .