Sabre

Sharpening a sabre’s edge

Sabre Corporation, one of the world’s largest travel global distribution systems in the world, realized they needed to modernize their 30-year-old global brand to better reflect the company’s transformation from a legacy travel system to a new vision of a company looking to be a transformational company capable of reimagining the business of travel. 

Ron was brought in to lead their global brand and creative team to reinvigorate the brand in both domestic and international markets.

A primary challenge of this effort was that Sabre historically was aligned into 3 seperate business units that viewed themselves as seperate brands with little need for an overarching corporate brand. Each group would need to be worked with to build buy in, concensus and approval.

Ron accomplished this daunting task by working closely with the various business units to uncover where they were similar and where they were different. Partnering with an external creative agency in conjunction with his internal team, the team defined a new brand platform, visual identity, editorial guidelines, governance model and global training program.  

A digital graphic showing interconnected white and blue lines and dots on a dark background, with the word 'Sabre' in red at the center, and some red circles connected by red lines around the image.
A three-sided promotional display for Sabre, showcasing travel-themed technology accessories like a camera, headphones, sunglasses, a wallet, and a coffee cup. The display includes texts: "We lead travel technology. We are global. We give back," and "Travel Inspired, Tech Obsessed." It features a wooden background with various travel-related items and the Sabre logo at the top.
A collage of images showcasing a modern office environment, conference room, presentation slides, corporate branding materials, and diverse professionals working and collaborating.
Slide with red text 'Sharpen your edge' and gray text 'Together, we solve the hardest problems in the coolest industry in the world. Let's seek out opportunities that others don't, can't or won't.'
An open magazine with a photograph of a woman with short curly blonde hair, wearing glasses and a green jacket, sitting at a desk with a laptop, a mug, and a cup of pencils. The left page has the Sabre logo and the text 'Sharpen Your Edge' in red.
Three posters for the Global Leadership Summit, titled SabreNext, with abstract arrow designs in red, white, and gray colors on a black wall.
Laptop on a wooden table displaying a website with a photograph of a business meeting inside a bright office space with large windows. The website features the Sabre logo and content about EdgeRay usage.
Travelers walking through an airport with suitcases, leaving the airport terminal.
Three vertical banners with the Sabre logo at the top. The first banner shows a man and woman smiling and looking at a whiteboard, the second banner has a gray and white abstract background with the text "Sharpen Your Edge," and the third banner shows an airport scene with a ground crew member walking beside an airplane.