Travel, but better.

IBS Software had a new flag to plant in the ground on a developing airline industry trend: Retail transformation, a technology initiative that improves customer travel experiences. To differentiate itself from the competition, IBS needed to ground the aspirational idea of “transformation.” This idea can be tapped with a sense of duplicity: it’s possible for IBS to change the way its customers handle retail processes across their operations, and in turn, custom-tailored offers can make travelers’ experiences even better.

Work hard, play harder.

To communicate the extensive benefits of retailing technology for the airline industry, we armed ourselves with competitor analysis and industry research, and created an outcome-driven, interactive ebook, guiding readers through potent thought leadership and a use case that communicates a complete picture of product benefits and their real-world value. But while this document had to work hard, we wanted to play with our creative approach—making this something you’d actually want to read.

Escape from the ebook.

At the heart of IBS’ “retail transformation” offer is a sense of escape. So we took inspiration from the likes of Condé Nast to build an engaging story, one complete with custom illustrations that highlighted specific retailing use cases. (This has since become a flagship treatment for IBS deliverables of its kind.)

Understanding the ultimate goal was to use the ebook for IBS’ major retail events and sales initiatives, it was critical that the document was a conversation-starter. Engineered with story in mind, its structure (making sense of it all) was our biggest challenge. We broke up a customer experience case study into chapters, combining photographic and infographic styles to tell a complete narrative in magazine-esque style.