Umbrella: Transforming a brand for future growth

Assignment and challenge

Umbrella approached us with the request of rebranding and creating a comprehensive marketing strategy for their brands. It has long solved the problem of the inconsistent visual identity of all its companies, which have evolved and changed over time. They also lacked a comprehensive marketing concept that would reflect their professional presence in the market. Therefore, we conducted a detailed analysis of the activities to date and prepared individual marketing plans to support the growth and strategic direction of each brand.

Our approach

Based on the analysis, we created the main brand “Umbrella Mobility”, under which all companies fall. We also proposed splitting Umbrella Holiday into two separate brands. The original Umbrella Holiday now focuses on incoming transportation and services, while yacht rental has been spun off into a new entity — Umbrella Yacht. We designed marketing strategies for each of these brands tailored to the specifics of their services and ensured consistent communication across the entire portfolio.

We have created six new websites including our own CMS: umbrellamobility.com, umbrellayacht.com, umbrellafacility.cz, umbrellaholiday.com, umbrellacoachandbuses.com, buspoint.cz and umbrellacitylines.cz. An important part of the project was the modernization of the visual identity, including a new logo that better reflects the modern and dynamic character of the company. Each brand received a web with uniform graphic elements, reinforcing the perception of their interconnectedness within the Umbrella family. We have launched a travel blog on the Umbrella Yacht website that inspires clients to visit interesting destinations and provides practical advice and tips. We provide complete graphic processing, content creation and promotion on social networks.

Result and impact

Our proposals brought a significant unification of communication and presentation of individual sub-brands. The new website and modernized visual identity reinforced the consistent appearances of brands, resulting in increased awareness of their services and simplified orientation for clients. The launch of themed blogs for Umbrella Yacht and Umbrella Holiday led to increased traffic and more active customer interaction. Articles with inspirational and practical content, supplemented by calls to action, effectively support the demand for the services offered.

In the field of offline marketing, we supported the brand with new promotional materials, which strengthened relations with partners and strengthened its position in the market. Thanks to the comprehensive approach, not only increased revenues from online and offline campaigns, but also strengthened Umbrella as one of the largest players on the transport market in the Czech Republic.