Baxter Hoare

Serving travellers since 1883…

One of Square1’s latest clients is long-established Business Travel Management company, Baxter Hoare.

The Brief

Baxter Hoare were undergoing an office move and saw it as the perfect opportunity to undergo a brand audit exercise. As one of the longest running Business Travel Management companies, Baxter Hoare felt that they needed to ensure they remained current, while staying true to their long history and heritage. Square1 were approached to help.

The Solution

Square1’s involvement began with supporting the office move itself. We undertook site visits of the new office to help ensure it would be on-brand after renovation work, and took care of working with our partners to provide signage for the building. In addition, we delivered an internal campaign to employees to help motivate them for the move and offer the chance to feedback their thoughts.

We delivered a SWOT survey to all Baxter Hoare employees to help identify the brand’s strengths, weaknesses, opportunities and threats from the people who live the brand every day.

Following our research, we helped identify the core values of the brand, and delivered a series of brand manuals that clearly define what makes Baxter Hoare different. As part of our process, we did undergo a treatment of the brand’s logo, but our research indicated that this was in fact unnecessary for Baxter Hoare at this time; and we’ll only ever affect change where its necessary.

The brand manuals helped form the basis for branded collateral, templates and stationery, plus targetted campaign concepts that reference the brands real strengths and help take them to the next level. We have also delivered a video for shareholders and helped rewrite phone scripts based on the Baxter Hoare tone of voice.

The Results

Baxter Hoare have been delighted with the work that Square1 have delivered during this period of change, and we’ll continue to work closely with them moving forward.

“I have no hesitation in recommending Square 1. The team have worked well on a number of projects for Baxter Hoare.”
Adam White | Managing Director | Baxter Hoare


Baxter Hoare


Baxter Hoare is one of the longest running travel management companies in the world with a history spanning back to the 1880's.


With offices near London Bridge, they manage Business Travel, Leisure Travel and Events Travel services for a wide reaching customer base.

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