Work

A wanderlust-worthy rebrand

Inspired by the shapes and colors of dream destinations, DC rebrands Viator for a new wave of planning-adverse adventurers.

Cover photo for a story about the Viator’s brand redesign. Included in the image are a barefoot 20-something female-presenting person in a pink tunic and mauve hijab. She’s walking in an empty hall with Middle Eastern architectural details. Also included is an image of a person in a red sari, ornate golden necklace and stack of wrist bangles. The image includes the brand’s new tagline “Hello, adventure

Viator, a TripAdvisor Company lets travelers find and book the best tours and local activities anywhere on the globe. But in the trodden travel category, not enough was separating the brand from the competition. Our team helped identify Viator’s unique advantage: last-minute bookings with generous cancellation policies – allowing travelers to keep their plans loose and feet light. 

We translated this idea into a rich visual identity — with a new logo, tagline, a comprehensive design system, and air-tight brand standards to help Viator show up consistently no matter where they go in the world. 

Hello, adventure.

Graphic design showcase for Viator. Colorful poster advertisements are displayed against a concrete wall. Featured among the poster set: an image of an old yellow and pink building in Miguel De Allende; a dock in a lake in Botswana at dusk; and the glimmering turquoise waters and iconic white houses on the coast of Santorini.
Website design for Viator, a TripAdvisor travel booking company. An iPad demonstrates Viator.com’s graphic displays, with rich colors of gold and eggplant. The landing page contains travel adventure ideas for Florence, Italy. Scroll down and we see images of the sweeping Tuscan hills at golden hour, plus more adventures like the Ponte Vecchio, The Duomo and ancient cathedrals. A headline “Summertime in Florence” indicates seasonal adventures in Tuscany. A separate website page on an iPad displays the headline “The Uffizi Gallery Guided Tour,” with details about the tour and written reviews from travelers.
Website design for Viator, a TripAdvisor travel booking company. An iPad demonstrates Viator.com’s graphic displays, with rich colors of gold and eggplant. The landing page contains travel adventure ideas for Florence, Italy. Scroll down and we see images of the sweeping Tuscan hills at golden hour, plus more adventures like the Ponte Vecchio, The Duomo and ancient cathedrals. A headline “Summertime in Florence” indicates seasonal adventures in Tuscany. A separate website page on an iPad displays the headline “The Uffizi Gallery Guided Tour,” with details about the tour and written reviews from travelers.
Overhead shot of a variety of Viator business cards. The shot demonstrates the range of the new Viator color palette and the brand’s new logo. Colors of the palette include gray, teal, periwinkle, salmon, eggplant, turquoise, scarlet and coral.
Colorful poster advertisements for Viator are displayed against a concrete wall. Featured images among the poster set: a person in a deep red sari, ornate gold necklace and stack of wrist bangles, paired with the brand’s new tagline “Hello, adventure.” Also included: boats on a gloomy lake in Phuket, and rolling golden hills of Tuscany.
Colorful poster advertisements for Viator are displayed against a concrete wall. Featured images among the poster set: a person in a deep red sari, ornate gold necklace and stack of wrist bangles, paired with the brand’s new tagline “Hello, adventure.” Also included: boats on a gloomy lake in Phuket, and rolling golden hills of Tuscany.
Excerpts from Viator’s new Brand Standards, which includes a breakdown of Viator’s new logo and its variations; color palette; a toolkit of shapes composed of a rectangle, circle, half circle and quarter circle; and photography guidelines.

31 October 2023 · Posted in Viator Brand identity Design

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