DATE: 2023
ART DIRECTOR: BRIAN BOYD
CATEGORY: BRAND IDENTITY, PACKAGE DESIGN
COURSE: ADES 3500.502 - PUBLICATION DESIGN
PROJECT OBJECTIVE: Kind Traveler is a veteran-and-women-owned public benefit corporation. By introducing a sustainable travel brochure and visually refreshing the brand, the objective is to raise awareness about Kind Traveler's unique model, encouraging travelers to make choices that positively impact communities, animals, and the environment. The goal is to instill a lasting impression of Kind Traveler as the go-to platform for meaningful, purpose-driven journeys.
Filson Pro in the logo adds a distinctive friendly touch, complementing the warm and cool color palette. Montserrat and Droid Serif in the brand identity ensure a clean, modern, and readable presentation. Warm coral signifies friendliness, calm blue represents trust, and a soft earthy tone reflects sustainability. The slight gritty texture communicates a commitment to sustainability, and subtle typographic patterns contribute to an elegant design without overwhelming the content. Additionally, the subtle typographic patterns add motion to the large structured lowercase type, enhancing the overall visual appeal.
The accordion-style design of the brochure enhances practicality by allowing easy unfolding, especially for on-the-go travelers, with its small square size ensuring portability.
The visual appeal of warm and vibrant colors, combined with easily readable fonts, resonates with a new generation of conscious travelers and encourages new travelers to a fun new way to travel while doing some good. The integration of gritty textures and earthy tones reinforces Kind Traveler's commitment to sustainability, connecting with eco-conscious audiences. The memorable brand identity crafted through unique typographic patterns and a bold logo ensures a lasting impression.
