Going

Founded in 2015 as a small newsletter for friends and family, Scott’s Cheap Flights grew into a global community of over two million travellers. As the brand expanded, it outgrew both its name and its original focus on “cheap flights.” The rebrand introduced a new name — Going — capturing the brand’s evolution from a bargain-hunting service into a movement built on curiosity, spontaneity, and the joy of discovering the world.

At its core lies the idea of “inviting the unexpected” — encouraging people to spin the globe and see where chance takes them. Visually, the identity brings this feeling to life through looping forms and fluid motion, echoing the twists, turns, and surprises that make every journey unique. The system is open, flexible, and full of energy — built to inspire exploration and reflect the emotional side of travel.