What makes Lacure special is its truly hands-on approach. Each trip is developed, booked, and overseen by an industry expert. This is ideal for an unmatched customer experience, but difficult to systematize across a brand. A unified story and identity were needed to make Lacure’s unique offering shine through an increasingly busy luxury travel space.
Lacure
For over 40 years, Lacure has been creating effortless escapes for the world’s most discerning travelers. Long utilizing the power of word-of-mouth marketing, the Canadian brand came to Vocabulary and Middle Child with a need to put their story to paper. A revamped identity was also needed, to reach younger consumers who are looking for personalized, hand-crafted travel experiences.
What We Did
Brand Foundation
Copywriting
Guidelines & Toolkits
Messaging
Taglines
Verbal Strategy
The Ask
The Solution
We began by defining a shared purpose and personality for the Lacure brand that better encapsulates their unmatched knowledge and human approach. In doing so, we were able to empower them with a strategy, identity, and tools that would allow them to stand out among their competitors.
“Mackenzie’s attention to detail and ability to work in partnership with designers and strategists makes her an ideal collaborator. During our work for Lacure, she pushed us to think deeper, which I feel confident resulted in better work. She’s a unique creative and a valuable part of our extended team.”
Pete Baston, Partner, Visual Design
Vocabulary