I led the brand thinking and visual direction for Extra Care, a Holiday Extras sub-brand, working with Customer Experience to understand support needs, internal users and call centre requirements. Alongside the brand work I supported a staff portal designed to surface guidance, tools and resources where they were actually needed.
Understanding the service, not just the brand
Working with Customer Experience, I spent time understanding the real support needs of customers and the operational reality for call centre staff — so the brand expressed something true about the service rather than sitting on top of it.
Visual direction
The identity uses warmth, movement and human photography to express emotional connection — the flowing line motif and heart device signal care without tipping into sentimentality, and work across digital, print and internal environments.
Staff portal
I supported a portal that surfaces guidance, tools and resources for internal users — giving call centre staff clearer, faster access to what they need mid-conversation rather than hunting through documentation.
A repeatable model
The work established a pattern Holiday Extras can reuse: developing a sub-brand that connects brand expression, service experience and operational support rather than treating those as separate problems.
Outcome
A sub-brand that strengthens the link between brand, service experience and operational support — plus a repeatable way for Holiday Extras to develop future sub-brands.