Rotourland
Branding, UX/UI,
Web Development 

Rotourland is a travel agency where travellers' active participation makes the journey. Brands and individuals can propose their unique itinerary, from whiskey tours in Scotland to hiking in Mongolia, and Rotourland helps with organising and recruiting the travel team.

Strategy

Our design research highlighted that our target audience (mostly Italian millennials), considers traveling – rather than owning material objects – as its most prized status symbol. Going to the most exotic destinations and on the most incredible adventures is way more exciting than buying a house. Plus, it guarantees immediate Insta-popularity, and therefore a heightened status.

Branding

With this in mind, we positioned Rotourland as the website for extraordinary journeys, the place where you can find destinations you haven’t even heard of before, or where you can travel with the locals to immerse yourself in an exotic culture. The logo and logotype were built around a circle, to bring to life the idea of 360 degrees exploration. The vibrant colour palette is inspired by real landscapes, and the energetic typeface adds character to our communication. The claims are designed as if they were elegant postcard stamps, to communicate the brand and the upcoming trips in a playful way.

The website

We also worked on a responsive website, from conception to online implementation. The aim of the site is to display Rotourland’s offering, but also to explain the unique structure of its travel teams, and convey the message that anyone can propose an idea for a trip or contribute to a journey by contributing their skillsets. We organised the trips into categories, and colour-coded them with our rich colour palette to make the navigation easier. We curated the search experience by designing the filtering system, and four different ways to display the trip information, from less detailed to full page.