Mondee, a travel technology company, grew rapidly for more than a decade through innovation, acquisitions, and its IPO. In 2023, it was ready to launch Mondee Marketplace, a comprehensive, personalized, AI-powered platform. We discovered that when Mondee talked about its marketplace, it was using language that explained its value to investors, but not its value to the partners, travel experts, and ordinary travelers it needed to attract for its platform to thrive. This problem was compounded by the fact that, within the travel industry, Mondee was still known primarily for its acquisitions in airline fare consolidation, a low-tech, discount-oriented B2B space. To shed this legacy and attract new partners and customers, Mondee needed a transformative new brand.