Challenge / Role

Rebrand | Brand Identity
Creative Direction

Established in 2015 as a newsletter for family and friends, Scott’s Cheap Flights evolved into a community of over 2 million members, with a website, search engine, newsletter, and app. With a dedicated team of over 60 people, they had grown beyond just the founder, Scott, and its original mission of providing affordable flights. Teaming up with DesignStudio, I helped lead the journey to redefine our brand strategy, identity, name, and brand expression. The name, Going, instills a sense of curiosity and eagerness that aims to inspire all members. Our vision, 'Invite the Unexpected,’ encourages users to embrace spontaneity and explore new destinations by taking a chance on enticing deals. After crafting our new brand persona, I collaborated with Derek Cann, VP of Marketing, to orchestrate a company-wide unveiling of our refreshed identity to the world.

Brand Expression

Building on our strategic foundation, we landed on a concept that truly represents what Going’s all about – a globe. This simple yet powerful visual helps us highlight a world full of exciting possibilities. From our grid to the overall framework, the spinning globe guides everything we do, ensuring the Going story is always told in a way that’s engaging, consistent, and full of energy.

Rebrand Launch Video

The best part about Scott’s Cheap Flights is the passion and love our members have for the brand. As a member myself since 2019, I understood how exciting, yet nerve-wracking, it would be to share the new brand. That’s why we focused our message on Scott and all the Scotts who helped make SCF what it is—and how Going is continuing that legacy. We included this video in our emails to current members, on our rebrand landing page, and across social media to help explain the change and why it matters.

Social Media Launch

On launch day, we kicked things off with a mix of posts, videos, and tweets to share the big news with our community. We also created a fun carousel where people could share where they’re “Going” this year. Our tweet, “We’re Going. You’ve Arrived,” really captured the excitement. Plus, we hosted a Reddit AMA—just like Scott did when he first got started—where people could ask questions about the rebrand, travel, and more. We shared the best answers across our social media.

We’re Going. You’ve arrived. Share this to your story and tell us where you’re going next!

Meet the new brand that’s still helping you travel the world.

Here’s a roundup of Q&A’s from today’s Reddit AMA that you may have also wondered about. Swipe through to check out Scott’s take on them!