The founder brought the name, a clear picture of the platform and a brief for something editorial, minimal and refined. I built the identity around a geometric monogram whose three-column structure references both the tri-fold brochure and an abstract travel landscape. The palette starts from paper and ink, grounding the brand in its editorial roots, with a supporting set of earthy tones (forest, city, sand, sea and earth) drawn from the same landscapes in the monogram and the kinds of experiences travellers find on the platform. Typography was chosen to feel refined while holding up across digital applications, and a considered photography style gives a pre-launch startup the confidence of an established platform.

I extended the identity into three key app screens to set the UI styling for the development team, along with collage-style image graphics for landing pages and marketing.

The concept resonated with the founder from the first presentation, and the project grew into an ongoing relationship. Ahead of a pilot on the Sunshine Coast, I designed and populated nearly 200 operator brochures so the platform had a full catalogue for outreach. I also built a Canva template system so operators without design experience can create, update and share their own brochures while staying on brand.