At BAP Agency, we believe branding is more than just aesthetics. At the core, what we do is about storytelling, purpose, and, oftentimes, the legacy of a company. When Chris Lindley, owner of American Travel Consulting (ATC), came to us for a rebrand, he had a clear vision: create a strong, professional brand identity that reflects ATC’s expertise in group travel for student musicians, while also paying tribute to its founder, Stacy Goss—a beloved band director and the driving force behind the company’s success.
A Brand Rooted in Music and Travel
The story of ATC begins with Stacy Goss, a respected band director and music educator whose impact spanned decades. Goss served as the Albertville High School band director from 1975 to 1996, leading his students to three appearances in the Macy’s Thanksgiving Day Parade and multiple Grand Championships at festivals across the country. Throughout his career, he experienced firsthand the challenges of organizing travel for large student ensembles, navigating logistics while ensuring safe, stress-free experiences for young musicians.
After retiring from music education, Goss applied his knowledge to the travel industry, eventually founding American Travel Consulting in 2013. He built the company from the ground up, using his insider perspective to create a travel service tailored to the needs of band, choir, and orchestra directors. By the end of ATC’s first year, the company had generated $156,000 in revenue. In 2015, Goss reached out to Chris Lindley, a fellow Aggie Band director alum and longtime friend, who shared Goss’s passion for music and travel.
Lindley helped propel ATC to new heights. In 2020, he officially took the reins, moving the company’s headquarters from Dallas, TX, to Alabama and solidifying ATC’s position as a leading name in group travel for student musicians. By this time, ATC was no longer a small startup—it was a multi-million-dollar company, with a reputation for excellence in the performing arts travel industry. Under the legacy of Goss and the current presidency of Lindley, ATC’s mission is clear: to simplify group travel for music programs, ensuring students and directors can “Always Travel Confidently.”
Crafting a Brand That Tells a Story
Lindley and some of his team met with us in August of 2024. With the passing of Goss, the upwards trajectory of the company, and the extremely outdated look of the old brand, there was no disputing that it was time for a fresh look, keeping the same messaging of confident travel. After the meeting, our team was left to create, keeping in mind that there was a desire for the brand to subtly tribute Goss, incorporate a musical element, and potentially use red, white, and blue, to accent the “American” in the brand name. We also knew that the brand would need a new trade show set up, and that Lindley was determined to have something that would look clean and sharp when embroidered on apparel.
During a branding or rebrand project, we try to create multiple variations, so we can present the client a few different logos and brand visions. It’s also pertinent to present these options in person, so we have the opportunity to justify the designs, explain obstacles, and pitch the logo that is the strongest. Ultimately, Lindley and his team chose a design that features the following:
- A clean color scheme with a mix of blue, white, and red, reflecting the “American” in ATC’s name while maintaining a polished and timeless look.
- The “T” of “ATC” shaped like a trumpet valve, a nod to Goss’s primary instrument and the musical foundation of ATC.
- A swooping paper airplane that intersects the “C,” forming a “G.” The “G” is a nod to Goss, but, beyond that, this represents travel, adventure, and expansion. Because the primary travellers with ATC are students, the paper airplane has a special meaning to us. For these young musicians, their view of the world is often only as far as a paper airplane can travel. This design aspect underscores how ATC helps students broaden their horizons and see past what they could before.
Representing on the Trade Show Floor
Beyond the logo, we developed a full brand guide to ensure consistency across all company materials, including business cards, letterheads, apparel, and bio copy. We even designed custom business cards with a die-cut paper airplane, bringing one of ATC’s signature brand elements to life in a tangible way.
The rebrand went live on social media just before the 2025 New Year, with Chris Lindley writing, “Same great company with a new look! Loved working with BAP Agency, LLC to create a brant that gives us a great look and pays homage to our founder Stacy Goss!” The brand officially debuted at the Alabama Music Educators Association (AMEA) trade show in January 2025, a major event for ATC’s primary audience, with additional shows lined up for Georgia and South Carolina. To make a statement, we designed a new trade show booth setup featuring:
- A custom backlit sign showcasing ATC’s destinations and new branding.
- Classic 6ft. table throws and round table throws.
- EuroFit Floor Display to serve as a backdrop.
- EuroFit Angle Banner Display, with the paper airplane design featured.
Per Lindley’s request, we designed the trade show items in both red and blue, so they could set the booth up in either color variation, to give some diversity from show-to-show. The final product was more than just a new look—it was a tribute to ATC’s roots, a celebration of its success, and a foundation for the company’s next chapter.
Conclusion
At BAP Agency, we believe that a brand is more than just a logo—it’s a story, a legacy, and a vision for the future. The rebrand of American Travel Consulting was not just about modernizing a company’s identity; it was about honoring the passion and dedication of Stacy Goss, whose life’s work was shaping young musicians and giving them opportunities beyond their hometowns. It was about capturing the heart of ATC’s mission—helping students and directors travel with confidence, ease, and excitement.
This rebrand represents a company that has grown from a single band director’s vision into an enterprise, trusted by thousands of musicians across the country. As ATC continues to expand, taking student performers to new places, we are proud to know that the brand we built will travel with them. This project was a testament to the power of branding done right—not just as a business tool, but as a way to preserve a story.
