Travel Agent Brand and Website Design
- Brand strategy
- Brand design
- Web strategy
- Web design
Getting started with branding
Katie, owner of Imagine Travel, reached out to partner on her new business after participating as a student in a client’s travel agent education program. WCO’s owner, Kelly, hosts monthly brand calls for the program’s students and Katie was just about to graduate from the program. She was going to start with a template website but after determining her ideal client, she knew she wanted to build her agency with a custom brand from the get go.
Brand strategy and messaging • the internal brand
During our 90-minute brand strategy workshop, Katie mentioned that her biggest challenge as a new travel agent was standing out from all the other romance travel agencies out there. After chatting about her process and beliefs around premium, luxury travel planning, we realized the common thread for her brand – she wanted to help her clients step outside of their ‘all-inclusive’ comfort zone and experience a truly custom vacation centered around food and wine.
Additionally, as a former real estate agent, Katie knew the importance of providing a high-touch client experience. This led to one of our goals with the brand strategy of communicating the high-end experience that Katie wanted Imagine Travel to be known for.
Visual brand identity • the external brand
With the strategy in place, it was time to move onto visuals.
Katie had an existing logo that she liked but didn’t love. She wanted to bring in elements of a sunrise and as mentioned above, have the visual identity really speak to this elevated, high-end client experience.
We created a custom watercolor texture and embedded that into the globe logomark, inspired by her existing logo. We also selected a more delicate font for the business name and helped Katie come up with a tagline.
Typography and color updates
Imagine Travel is 100% a summer brand, so we opted for soft, muted pastel colors to align with the sunrise/sunset inspiration that Katie was drawn to.
For the brand typography, we wanted to strike a balance with feminine yet approachable so we selected a serif font for the heading and a more modern sans serif for the subheadings and body copy.
Website strategy and wireframe
With the brand solidified, it was time to move onto the website. We always kick off the webste phase with a strategy call – to dive into new site goals and functionality.
Since Katie was starting from scratch, we were able to focus our entire call on what she envisioned for the new site, and what it needed to do to support her business goals.
She wanted an engaging site that really allowed visitors to get to know her, her brand and the various travel opportunities. She wanted it to be inspirational and feminine.
The primary goal of the site was to get someone to contact her, either by booking a call or sending a message. The secondary goal was to showcase. the high end experience that Imagine Travel provided for clients.
Website design and launch
Once the wireframe was approved, it was on to the design phase!
What makes this part so seamless is that there aren’t many surprises. Since Katie viewed and approved the website wireframe, designing and developing the site is more about aesthetics. And, since we walked through the entire brand process with her, we had a great handle on her brand and her brand’s personality. This allows us to really bring it to life on the website.