DGI
DGI is the new name and new direction for a travel partner that helps not-for-profit teams get where they need to go without the usual headaches. The rebrand and website concept give the organisation a modern identity that actually matches the quality of its service. Less noise. More clarity. A brand that finally feels like the grown-up version of what Diversity Travel had become.
DGI brings people, technology, and sector know-how together in a way the industry rarely manages. The new identity shows that off with confidence and a human touch.
The challenge
Diversity Travel had outgrown itself. The business had expanded internationally, built its own tech, and sharpened its expertise, yet the brand looked stuck in another era. It felt fragmented, too literal, and too soft compared to its ambition. Teams described the old experience as “fine, but not us anymore.”
Competitors were louder, slicker, and sometimes misleading. DGI didn’t want to copy them. It wanted to feel clearer, smarter, and more grounded. Customers needed to understand the value quickly, and the old brand made them work too hard.
This was the moment to reset everything: how the organisation shows up, how it speaks, and how it earns trust from the first glance.
Our approach
We started with a discovery workshop to get under the skin of the organisation. Who they serve. What they believe. Where they fall short. Where they want to be. Then we stripped everything back and rebuilt the brand from a single idea: Smart travel, made human.
Every design choice, message, and website decision came from that line. It created the right tension between high-performing tech and high-touch service, which is exactly where DGI wins.
The brand
DGI’s new identity is clean, confident, and unmistakably modern. It has structure without feeling stiff. It has warmth without drifting into cliché. It looks different to anything in the sector, and that’s the point.
The visual system uses the signature DGI orange, a calm modular grid, rounded forms, and photography that feels genuine rather than corporate theatre. The Ticket element gives the brand a distinct way to pair tech with real human moments. The custom iconography and Area Normal typography give the whole system a controlled, contemporary tone.
The Achiever personality leads the voice: clear, driven, helpful, and never dramatic. It speaks the way procurement teams think: show me what works, show me the risk, show me the outcome. Nothing more.
Personality and voice
DGI’s tone is confident, energetic, and practical. It sounds like a team that knows what it’s doing but doesn’t need to shout about it. The voice stays human without losing authority. It avoids jargon, replaces waffle with clarity, and helps audiences understand what matters: saving time, reducing risk, controlling cost, and getting people where they need to go.
The website
The website concept brings the brand to life in a simple, structured way. It removes overwhelm and makes space for clarity. Procurement teams can find what they need without digging. Travellers understand the support behind the scenes. Bookers get reassurance through both words and visuals.
The design uses clean layouts, strong hierarchy, and plenty of breathing space. Tech is shown through skeleton UI components and selective high-fidelity screens, giving a sense of capability without drowning the page in detail. The Ticket device appears throughout, pairing data and product visuals with human-centred photography.
Motion is used lightly to add pace and personality. It feels modern, honest, and instantly more credible than the old experience.
The outcome
The rebrand gives DGI a voice and visual identity that finally match the strength of its service. It sharpens positioning, builds trust faster, and gives internal teams a system they can use with confidence. The website concept sets a new standard for how the organisation communicates value.
Customers now meet a brand that feels clear, capable, and genuinely human. DGI has the platform it needs to grow in new markets, launch new products, and stand out in a space crowded with lookalike competitors.
And most importantly, it now looks and sounds like the organisation it has become.
