Background
The city of Chicago is bringing the biggest and best names of the travel industry together under one roof for the new annual travel expo titled, “The Great Globetrotter”.
It will be held from June 9 to 11 this year at The CRIK Convention Center in the city and is a ticketed event for the general public. It will highlight emerging travel trends, showcase products and services from within the industry with a view to entice and excite people to embark on their next adventure.
This expo will cater to all individuals who have a passion for travel, whether they are seeking new opportunities, experiencing different cultures, personal growth, or simply looking for relaxation. It offers something for everyone.
Brief
The Great Globetrotter is seeking a new brand identity that will help the company stand out in the crowded travel industry and attract new clients at the travel expo. The new brand identity should convey the company's focus on luxury travel experiences and showcase its commitment to personalized service, exceptional quality, and attention to detail. The new brand identity should also appeal to individuals who have a passion for travel, whether they are seeking new opportunities, experiencing different cultures, personal growth, or simply looking for relaxation.
The branding team should develop a brand identity that includes a logo, color palette, typography, and imagery that reflects the luxury travel experiences offered by The Great Globetrotter. The brand identity should be versatile and adaptable to various marketing collateral, including brochures, business cards, social media, and the company's website. The branding team should also provide guidelines for using the brand identity and ensure that the brand identity is consistent across all channels.
Additionally, The Great Globetrotter would like the branding team to develop a marketing strategy that will help the company reach its target audience at the travel expo. The marketing strategy should include a plan for creating buzz around the company's booth, attracting new clients, and building relationships with existing clients. The marketing collateral should be cohesive with the new brand identity and should effectively communicate the company's unique value proposition to potential clients.
Overall, the goal of this project is to create a new brand identity for The Great Globetrotter that will help the company stand out in the crowded travel industry and attract new clients at the upcoming travel expo.
Objective
To brand the expo toward millennials
To challenge typical branding conventions / cliches
Client Requests
We need a catchy headline for the expo that captures the essence of the event and chosen brand values.
- The off-screen element can be applied to either the headline, graphic elements, any supporting visuals or the entire composition.
- Some headline options and supporting copy are supplied but feel free to adapt or change as per your concept/chosen brand values.
- The event logo and venue logo are supplied and must be used on the both the poster and Instagram Promo.
- Have a look at other expos in the lifestyle industry for additional inspiration.
- You can source additional images if necessary but avoid travel clichés such as selfies, destination shots and jumping poses.
Demographic
- Individuals and families who are interested in exploring new places and cultures.
- They come from all walks of life–from rich businesspersons to college students.
- People who are looking for relaxation and a break from their everyday lives.
- Adventurers and backpackers who are looking for special packages and personalised experiences.
Solution
To brand the expo as embracing the chaos of travel
To use maximalistic design conventions as a means of challenging conventional minimalistic corporate branding
To achieve the brief objective I have overlaid multiple layers of brightly coloured graphics, visual elements & type lockups atop one another.
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