Brand Strategy + Design for Parasol Travel Co, Sustainable Travel Agency
- Brand strategy
- Brand design
Getting Started with Branding
Alyssa reached out for brand strategy and design services because she wanted her new travel agency brand to be portrayed as ‘quality’ and ‘professional’. As a consumer, she appreciates when businesses have clean and simple branding, and wanted the same for her own business.
Brand Strategy + Design
After working through the brand strategy, it was clear where Parasol Travel Co. (and Alyssa) really wanted to focus – sustainable, eco-friendly travel.
It was so much fun listening to her talk about the benefits of sustainable travel and why it’s important to her and her brand. She immediately lit up whenever we discussed the importance of traveling sustainably and the positive effects it can have on the local population.
Brand Values: Be authentic; Be enthusiastic; Be open-minded; Be responsible; Deliver quality
For her brand’s personality, the focus was on balancing her professional experience and expectations while still being enthusiastic and fun. She wants her community to feel excited, responsible, supported and care-free when they experience Parasol Travel Co.
For the visuals, Alyssa was drawn to the monoline drawings so I wanted to incorporate that into her logo mark. And, since the focus is on sustainability, it was a no-brainer to add in elements from nature. Last, but not least, we wanted to incorporate a parasol – the symbol has a significance for Alyssa (hence the name) and it was a great way to tie in with the nature-focused line drawings.
From a Brand Season perspective, Parasol Travel Co. was a balance between Fall and Spring. The strong ties to culture and Alyssa’s love of knowledge made it an easy Fall Brand but her desire to bring fun and enthusiasm into the personality fit better with Spring. The colors are a darker shade to bring in the Fall feeling, and the fun pattern and fun flourishes of the logo add a touch of Spring.
Parasol Travel Co
“Kelly, you are so awesome! I loved working with you so much. Your communication style matches me perfectly and your artwork and sense of style is great! This process was not just about building my brand, but it helped me personally work through some of my self-confidence issues. I’m always afraid of what people will think of me or my ideas, and this gave me the confidence to share myself and my business with more people. It truly was a transformational process. Thank you so much, from the bottom of my heart!”