Brand Development

Wayfindere

Wayfindere is a travel agency that plans sustainable, innovative and authentic travel experiences. In an industry growing increasingly popular, Wayfindere needed to–well–find a way to stand out from the crowd. 

The challenge with Wayfindere's rebrand was to modernize and embody their clean, conscientious ethos without using stereotypical 'green' themes. The first step was adopting a modern serif font, and utilizing lots of negative space. Where many sustainable brands lean heavily into representative imagery (often featuring plants or leaves), I decided to take a more interpretive lens. For a new color palette, although I maintained tradition with shades of green, I also brought in shades of orange, brown and cream to reference the many different types of environments found throughout the world (such as deserts, salt flats, or terracotta villages). The illustrated “w” monogram calls to mind winding streams or switchback trails.

Could the brand pattern be the spots of a giraffe, or is it an overhead view of the rivers running through the Everglades? However the imagery is interpreted, it reflects Wayfindere’s personal/customized, sustainable approach to helping you “find your way.” 

Deliverables:

Brand Identity

strategy

print collateral

Social Media Templates

Keywords: 

Sustainable

Organic

Innovative

Clean

Adventure