Journier

Web design
Personal project, 2 weeks




This project involved crafting a high-fidelity homepage concept and brand identity for an imaginary travel agency. I began the design process by developing a visual identity that reflected the company’s offerings and market position. From this brand, I designed a website concept that aimed to balance vibrant, photo-driven content with a clear and memorable brand identity.




Brand audit


The first step in the design process was to establish the visual identity of the company. I began by conducting an informal audit of existing travel brands to create a foundation from which I could develop a unique brand identity. This research also allowed me to reverse-engineer effective design strategies and identify trends that may resonate with target audiences. I surveyed more than a dozen companies, selecting six for more in-depth examination. 

From this audit, I identified three key strategies.  Sans-serif typefaces predominate across these brands, reflecting the short, dynamic content that is dominant on these sites. Bold, saturated accent colors evoke a sense of adventure and excitement. During the more tedious aspects of trip planning, these colors help to reinforce positive emotions associated with travel, such as discovery, exploration, and relaxation. Image-forward content is leveraged to support visual storytelling. When used well, photographs and immersive designs create a compelling narrative that draws users in.







Brand

 


#E57B25
#7BB1B7
#C6CA68
#2E4051
#499FDD

While developing the brand identity, I aimed to fill a gap in the travel market: a distinctly outdoors-facing aesthetic. I built the palette alongside a photographic moodboard, using these processes to guide one another. For the primary accent color, I chose a vibrant orange that feels warm and sunny yet remains grounded and natural, avoiding an overly artificial look. Overall, the color palette strikes a balance betewen bold and organic, reflecting an off-the-beaten-path ethos and a connection to nature.

For type, I chose DM Sans︎︎︎, a typeface by Colophon Foundry︎︎︎. The font is specifically designed for use at small sizes, making it well-suited for use in a UI.





Site






Noah Howard


Designer, researcher, and multidisciplinary creative with a background in industrial design and anthropology. Currently pusuing degrees at Brown University and the Rhode Island School of Design through the Brown | RISD Dual Degree Program︎︎︎.

Digital
Physical

Info
Contact