I participated in the creative direction of Travelzoo's Conscious Travel Initiative. I worked with product managers to design a social media campaign storyboard, and a concept logo.
Adobe XD, Photoshop,
-Design the Conscious Travel Initiative Logo.
-Submit social media campaign proposal.
Travelzoo, a major travel deal aggregator is launching Conscious Travel which is part of the Conscious Alliance program. The program's mission is to raise awareness and inspire conscious behaviour and consumption patterns in individuals and companies through various social media initiatives such as the Conscious Pledge movement. The company wants to inspire users around the world to make a Conscious Pledge to limit the use of single-use plastics and carbon footprint, or inspire to plant trees, volunteer to clean beaches, etc... The pledge is made public via stories and posts on social media. The company also wants the people who make a pledge to buy a Conscious bracelet who's sales will go towards a fund dedicated to eco-friendly products and services.
For this project, the product manager gave me the opportunity to propose initial design directions by myself. He only specified the colors had to be complementary to the Travelzoo Palette.
I wanted the logo to represent various aspects of the program: international, conscious, unity and pledge. The program relies on an "alliance" of conscious travelers doing their individual social media posts for the movement. Through my initial symbolism research, I found a lot of hands, rings, globes, and leaves. I took two directions in my ideation and iterations of the fonts and imagery: playful & explicit, and classic & abstract. I also explored using pastel and coral colors vs. Travelzoo's stark red and blue. For the final logo, I chose the spiral pebbles to represent unity, the globe, and to reference the conscious behaviour around the globe.
Social Media Campaign
Alongside their Conscious Travel program, Travelzoo wanted to design a social media campaign (for Facebook & Instagram). The objective is for the campaign to go viral which will promote both the program and the sales of the bracelet. I proposed a campaign that is easily shareable and adoptable. It would consist of Instagram filter presets that people could then apply on their stories, following a given model.
The brief for this component mentioned making this campaign very personable, and travel related. I chose to feature 4 screens. One to attract a viewer's attention with the brand / program name; one to promote travel destinations; one for the personal pledge; one for the bracelet information.