Going brand launch
In 2023, Scott’s Cheap Flights relaunched as Going, a travel membership that saves you hundreds on flights. I came in as the first-ever in-house copywriter to help transform the voice of SCF into something new. Going is conversational, witty, and playful.
Creative Director: Kim Fred
Content Director: Katie Hammel
Designers: Josiah Gatlyn, Rachel Smith, Tika Appaiah, Debbie Diaz
Animation: Tigran Manukyan
Social: Esther Kwak
Contractors: Voca Films
Agency: Design Studio
Here’s what I did:
Collaborated with Design Studio to nail down the voice direction of the new brand
Worked on rewriting the entire website to cover our same mission in a new way: inviting the unexpected by revealing greater travel possibility
Wrote scripts for our vision video, new employer brand video, youtube HIW video, and even copy-directed brand new commercials
Wrote a 360-degree rollout campaign focused on direct response
Meet the new brand that’s still helping you travel the world
The most delightful thing about SCF is our members' passion and love for the brand. As a member myself since 2018, I knew that selling the new brand was a hurtle all of us were nervously excited about sharing. That’s why we centered our message around Scott, or really all the Scotts that made SCF possible, and how Going is continuing this legacy.
Our rebrand landing page helps guide members through this crazy journey. Plus, it’s very on-brand for us to keep our community in the loop.
We’re Going. You’ve arrived.
Explore going.com
Through the rebrand, we had the opportunity to improve messaging for potential members. So many people get confused with what our service can do, so I updated language like “travel membership” and “when flight prices drop, we let you know.”
Not only does this new site create a clear, direct response, but it also injects our unique brand voice.
Defining the brand
Working with Design Studio allowed me to flex more into copy direction, creating within a new voice, playing in an infinite sandbox, and collaborating with amazing people.
Let’s get Going
What a team! As a copywriter, I collaborated cross-functionally on a major scope of projects. Almost all copy ran through my eyes if it wasn’t written myself, but I couldn’t have done any of it without these amazing humans.
