The Curated Suitcase
No two people see a place the same way. As a company that builds custom travel experiences for its clients, The Curated Suitcase needed a brand and visual identity that captured the unique relationship between travel expert, traveler and destination. The Curated Suitcase also needed a web presence to deliver the essence of their service and compel customers to connect, to support the launch of this exciting new travel planning service and be scalable for future growth.
A research and discovery phase, including deep dives with The Curated Suitcase leadership as well as supplementary research, was paired with industry research and competitive scans to build a complete understanding of audience motivations, potential gaps and barriers to building travel experiences with a customized, high touch travel service. This research provided the foundation for a clear brand promise, visual identity and supporting brand guide. Positioning with a root of curiosity, generosity and experience-first meant leaving behind the traditional travel noise of “deals” and “getaways,” as well as the visual tropes of beaches and generic city skylines. The result is a brand that showcases the values and focus of The Curated Suitcase and its customers through contemporary imagery, typography and original copy, all via a vintage, mediterranean-toned palette that evokes a longed-for era of travel. The visual identity translates seamlessly across a range of promotional collateral as well as a simple, elegant web presence.
Because no two people see travel the same way, The Curated Suitcase brand and accompanying materials needed to present a unified brand presence and consistent verbal position, but represent a breadth of truly unique and diverse perspectives. Carefully selected images and language illustrate the literal world of possibilities and experiences when engaging this custom travel expert.