このプロジェクトは、チリとフランスの間で運営されている観光会社のブランドアイデンティティの開発に焦点を当てました。主な目標は、サービスの効果的なプロモーションをサポートするために、明確で魅力的なアイデンティティを作成することでした。詳細なブランドマニュアルが作成され、ブランドの可視性と一貫性を高めるための戦略的なグラフィック要素がデザインされました。
また、ビジネスアプローチを改善するための技術的なアドバイスも提供されました。これには、市場で際立ち、20〜40歳の多様なオーディエンスに特別な体験を提供する革新的なアクティビティが含まれていました。
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Creating captivating branding to enhance the tourism experience
The project focused on developing the brand identity for a tourism company operating between Chile and France. The main goal was to create a clear and appealing identity to support the effective promotion of their services. A detailed brand manual was created, and strategic graphic elements were designed to enhance brand visibility and consistency. Technical advice was also provided to improve the business approach. The solutions included innovative activities that stood out in the market and offered unique experiences to a diverse audience, with a special focus on people aged 20 to 40.
One of the main concerns for the company was to improve and promote its services to increase sales. The problem was that their original branding was not distinctive, and without an effective platform for promotion, most of their clients learned about them through word of mouth. This made it difficult to turn social media visitors into paying customers.
Users interested in engaging in tourist activities often struggle to find and/or understand the offered services. They need to clearly identify the brand and its benefits in order to quickly and efficiently book tourism services when planning their trips.
To achieve the goal, a complete rebranding of the brand and its graphic elements was proposed to clearly differentiate it from the competition. Distinctive elements were created to improve visibility on distribution platforms and provide a consistent and appealing user experience. This not only helped to make the brand stand out but also improved the conversion of visitors into customers, boosting sales.
During the idea and brand concept stage, key ideas like adventure, empowerment, strength, and connection between people were explored. From these ideas, the brand's isotype was created: an adventurer embracing the world. These design elements were used to clearly link tourism with the human experience, effectively communicating the company's vision to users.
In the design stage, after defining the brand concepts, sketches of the isotype and logo were created. A blue color palette was chosen as the main color because it conveys confidence and transparency. The Montserrat font was selected for its strength and modern look, which adds character to the brand name and ensures easy readability. Once the logo was finalized, additional brand components, like style guides and other graphic elements, were developed to ensure a consistent and effective brand presence.
After tracking the project and brand following the official launch on various platforms, potential customers increased by 35%. Questions asked on social media channels became much clearer about the services offered. As a result, the product owner's expectations were fully met. Finally, specific recommendations were made on how to set guidelines for using the design system to ensure the brand remains scalable in the future.