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Launching a new travel publication that focuses on people as much as place, and being present in the moment, wherever that may be. This was realized through a brand identity system, print publication, and digital experience.
Stage: Concept Launch
Timeframe: December 2016 January 2018
Team: 0 Members 6 Members
Role: Design Director
Industry: #Travel #Editorial
Deliverables: Brand Identity System, Digital Experience, Guidelines
The identity was inspired by all the things that point us in the right direction or tell us we’re exactly where we want to be. We adapted these directional symbols (arrows, pins, signs) you’d find traveling as aesthetic brand elements and functional way finding devices.
Arrows are universal, it doesn’t matter what language you speak or location you’re in. We integrated these into the design, giving a distinct meaning to each direction (north, east, south, west).
Pins can be embedded anywhere an article mentions a place (city, restaurant, shop, hotel). This lets you bookmark any place, creating a custom itinerary of places you want to visit.
Shortly after @Away was founded, I worked with the in-house team (Then only 6 people) to define design for a brand made to travel with anyone and everywhere they decide to go. Shortly after @Away was founded, I worked with the in-house team (Then only 6 people) to define design for a brand made to travel with anyone and everywhere they decide to go.Shortly after @Away was founded, I worked with the in-house team (Then only 6 people) to define design for a brand made to travel with anyone and everywhere they decide to go.Shortly after @Away was founded, I worked with the in-house team (Then only 6 people) to define design for a brand made to travel with anyone and everywhere they decide to go.
Just as no two locations are the same, no two designs should be either. The identity was created to feature a different typeface for each place, allowing the designer to match the mood/tone of the design to the content.
The website was designed to accommodate this with almost any combination of layout and typeface (700+ in total). This blank canvas to design an article is typically only something available in print.
Shortly after @Away was founded, I worked with the in-house team (Then only 6 people) to define design for a brand made to travel with anyone and everywhere they decide to go. Shortly after @Away was founded, I worked with the in-house team (Then only 6 people) to define design for a brand made to travel with anyone and everywhere they decide to go.Shortly after @Away was founded, I worked with the in-house team (Then only 6 people) to define design for a brand made to travel with anyone and everywhere they decide to go.Shortly after @Away was founded, I worked with the in-house team (Then only 6 people) to define design for a brand made to travel with anyone and everywhere they decide to go.
