branding & identity> ecovoyage

eco luxury travel & concierge

This project is about shifting a demographic group from my target market are people ages 55-70, mostly couples, who are wealthy and live comfortably in suburban America. Specifically targeting people making plans to travel in their retirement. This age group plans on taking, on overage, 5 to 6 trip just this year. This demographic has been known to take luxurious vacations that contribute to leaving an enormous carbon footprint. Travel decisions can be exhausting and many refer to a travel agent to book their trips. There is not enough information to make greener travel choices. The solution is to shift the wealthy luxury egocentric travelers to taking more sustainable trips to or eco-destinations. These trips focus on interpretive experiences with natural beauty of the earth. Creating a website that educates sustainable travel while offering customized packages based on correcting bad habits. The service would be called Ecovoyage, having the look and feel of luxury and upper-class, while offering special support chat and services such as a green travel agent and concierge. They would input their traveling desires and they system would output a customized eco trip. The trend is very much on the horizon this year with a few competitors geared towards Africa or the too many options. The eco-travel market is relatively new and there are not enough products out there for eco-luxury travel.

STYLE GUIDE
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VOICE & TONE

Eco Voyage is about experiencing the culture, humanity, and the land of the destination.

We offer interpretive experiences in nature throughout your personized travel voyage, Preservation and conservation practices are emerged into you experience. The mobile app, Envoy assists in interpreting the cultural practices of sustainability experienced through the curated excursions and adventures. Eco Voyage develops an ecosystem of sustainable practices from certified eco lodges to the small detail of offering and eco alternative to a plastic bottle of water. Travel routes that have any kind of detrimental effect on the environment is offset with support or donations to organizations of positive impact towards the environment or the locality of the destination. Ecovoyage takes the stress and work out of making sustainable travel decisions. The value is in the service of resources and experiences rather than luxury materialism.

Voice Details

Luxurious but not Egoticious
Transparent but no Factual
Bombardment
Sophisticated but not Pretentious
Intelligent but Understandable
Future Forward but not Imaginary
Environmentally Responsible
Proud not Guilty
Service Oriented but no Flattery or Groveling
Catered not Intrusive
Purposeful not Wasteful
Natural rather than Synthetic
Nature verses Urban
Minimal verses Excessive
Interpretive not Nerdy
Sustainable not Greener

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COLOR GUIDE

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TYPOGRAPHY

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LOGO GUIDE

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SUPPORT GRAPHICS

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COMPOSTITE IMAGES

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INFOGRAPHIC

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12 COLUMN GRID

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BUTTONS

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COMPONENTS

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WEBSITE VISUAL DESIGN

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