Solos was formed in 1982 specifically to meet the needs of the solo traveller — the first holiday company to specialise in this market. Since then, the travel industry has diversified hugely and Solos needed a clear way to cut through the chatter and present its specialist suite of holidays, activities and events.

Reaching a younger audience without alienating the existing customer base was key to the brief. So our first job was to refine the brand positioning. We shifted the focus from solo travel to independent travel, stirring the sense of adventure that comes from following your own path.