Turning bookings into experiences with a travel-first brand refresh.

ACMA Holidays is a travel partner offering a wide suite of services — from flight bookings and hotels to visas, insurance, and curated tour packages. While the agency had years of experience and loyal customers, their brand felt transactional and outdated. There was no real identity — just a functional website and a name that blended into a sea of lookalikes.

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They came to Grey Truffle with a clear ask: make the brand feel like the start of a journey, not just a booking engine.

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We approached the project as a transformation — not a redesign. The goal was to turn ACMA Holidays into a brand that customers remember, trust, and come back to.

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We began by repositioning ACMA as a travel-first experience company. This meant creating a brand that speaks like a guide, looks like a service you’d want to engage with, and behaves like a partner. The refresh spanned identity, tone, user flow, and SEO-led content — all built around clarity, warmth, and discovery.

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The Challenge

The original brand was functional but forgettable. There was no distinct tone, no visual identity, and no sense of personality. It treated users like searchers, not travellers. The design was dated, the copy was generic, and customers often didn’t know what made ACMA different from the next agency.This lack of clarity was costing trust, time, and traction.

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Our Approach

We treated the rebrand as a shift from “booking service” to “travel companion.” First, we defined what ACMA stood for: reliability, curiosity, and personal service. Then we embedded these values into every aspect of the user experience — from the words on the homepage to the flow of the site.

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We crafted brand messaging that felt conversational and human — inviting people in, not talking at them. Headlines like “Where are you off to next?” replaced templated phrases like “Book your trip today.” We also rewrote key pages to better explain services, reduce customer friction, and signal trust.

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On the content side, we built an SEO blog strategy to support organic discovery. Topics were chosen not just for ranking but for relevance — covering everything from travel checklists to top destinations.

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Visually, we simplified the layout and structure to improve usability and reduce clutter, while giving the brand a fresher, lighter tone. Even CTAs were softened to feel like nudges, not nags.

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Delivering on the Promise

The final output wasn’t just a better-looking website — it was a complete rethink of how ACMA shows up.

• A refreshed brand voice rooted in warmth and credibility
• Rewritten homepage, services, and about pages
• Content strategy for ongoing SEO performance
• UX layout recommendations for future CMS scalability
• Visual reference templates for social media and digital assets

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“Our website finally feels like it belongs. Clients have been calling it ‘way more professional’ — that’s new for us.”

Anil Kumar, Director

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Within the first few weeks post-launch, we saw signs that the shift was working. Customers were spending more time on the website. Enquiries through the landing page doubled. Blog posts started ranking organically, pulling in over 1,000 impressions without paid support. And perhaps most importantly, users reported that the brand now “felt easier to trust.”

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This wasn’t a visual glow-up. It was a behavioural shift — and one that’s built to scale.