A digital platform that connects people with travel businesses, easing the search, booking and payment of travel experiences.
Contribution
Product Design, Creative Direction
Team
Alberto H. Didier A. Esteban G. Jorge C. David C. Carlos C.
Founded in 2000, and with a presence in Mexico and Colombia, PriceTravel is one of the biggest players in travel services offered through digital channels and points of sales. Turning 20 years, the time came to establish a fresh and more compelling brand experience that connects with new markets and audiences.
The objective of the project was to design an updated version of this well established brand, that could better with new audiences without losing the essence built over the years.
Defining the strategy for the desired brand experience
The process started with stakeholders interviews to make sure we maintain the brand essence built over the last 20 years, followed by market research to identify the different audiences the brand speaks to and build a strong brand communication strategy.
Once the team had the guiding brand strategy, we started translating this into the new visual identity, starting by an uplift of the brand components like the logotype, typefaces, color palettes.
After this we also build a complete brandbook to apply the new visuals to all the elements from the corporate, sales and marketing applications.
One voice from acquisition to conversion
After building the communication guidelines and the visual identity, the time came to start working on how to translate this to our digital products; our web platform and mobile apps.
This process required us to evaluate not only the user interface components, but also the content in the platform, and how to adapt this to properly communicate with our audience.
As UX Lead my role was to build up the vision for this by working on creative concepts to guide the team in the desired direction. How the brand strategy should be applied when it comes to product design.
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