JOURNIER
→ WebThis project involved creating 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 foundation, I designed a website concept that balanced vibrant, photo-driven content with a clear and memorable brand identity.
→ Brand Audit
The first step in the design process was to establish the company’s visual identity. I began by conducting an informal audit of existing travel brands to build a foundation for developing a unique brand direction. This research also helped me reverse-engineer effective design strategies and identify trends that resonate with target audiences. I surveyed more than a dozen companies and selected six for in-depth analysis. From this audit, I identified three key strategies that informed my design approach.
Sans-serif typography for clarity
Most travel brands rely on clean, geometric sans-serif typefaces that pair well with short, action-oriented copy. These fonts enhance legibility across digital touchpoints and commiunicate a modern, forward-looking sensibility.
Bold, saturated accent colors
Many travel websites use vibrant accent colors—often drawn from natural landscapes or destination imagery—to create visual energy and evoke a sense of adventure. These hues work to offset the logistical and potentially monotonous dimensions of trip planning with a sense of excitement and anticipation. In my concept, I used color strategically to guide attention, build hierarchy, and reinforce user morale.
Image-forward storytelling
On the more successful sites, image-forward content was harnessed to drive visual storytelling. When used effectively, photographs enable emotional connection and help users imagine themselves in a given desination,
→ Defining a Brand
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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 Sans︎︎︎, a typeface by Colophon Foundry︎︎︎. The font is specifically designed for use at small sizes, making it well-suited for use in a UI.
→ Building Out a Site
