JourneyWoman

JourneyWoman is a travel brand catering to a clientele of older women longing to use travel as a means of self discovery, adventure, and personal pleasure. Founded in 1994,  the company’s website had not been visually updated since the late 90s. Dealing with an older clientele presented a unique issue: the need to introduce innovation without scaring or confusing their user base.

With this in mind, the primary goal of the project was to reuse and refine motifs previously associated with the brand. The strong use of the colour red and the same illustrations on the website were kept, as well as the usage of the previous brand's tone of voice. There was a supreme importance on ensuring the brand kept its same feeling, not changing for the sake of change.