G Adventures
Contribution
Art Direction / Branding / Design / Digital
Deliverables
Visual identity / Tone and voice / Brand hub development / Collateral template creation
G Adventures is a small group adventure travel company, that has been around since 1990. The company experienced massive growth, and over time it led to the branding becoming cluttered and confusing. As part of G Adventures’ new brand positioning, personality, and values, we were tasked with refreshing the brand visuals and voice that was focused on purpose and creativity. We built an identity system that allows flexibility for different products/Travel Styles, audiences, and collateral, giving infinite design possibilities within a supportive and thoughtful framework.
Based on this framework, a large collection of templates were developed to assist in the creation of marketing collateral, everything from flyers, print ads, social ads, ad display ads, etc. to ensure that every piece that is developed is on brand, and can be executed and adapted to the content quickly and easily.
Working with the Senior Copywriter, we sourced a platform that would allow us to build a comprehensive brand hub usable globally by G Adventures’ staff, as well as external travel agents. This site ensures that all brand content has a consistent look and feel, and users have access to the most up-to-date brand information, assets, and creative.
Building a design system
Every year G Adventures global creative team produces hundreds of flyers, print ads, posters, digital ads, social assets as sales collateral for travel agents and partners around the world. Maintaining consistency across all assets, and being able to produce them quickly and effortlessly meant establishing a clear, flexible system that doesn’t rely on too many rules.
Knowing it would be impossible to foresee every possible usage, we created a large set of templates to cover the base of the most common templates used, brand, sale, and trip content, across multiple print and digital collateral. These templates can be altered and adapted as needed based on guiding principles, rather than strict rules.
Building a brand hub
The comprehensive online-based brand hub gives staff, travel agents, and business partners all over the world a central place for all things brand. Everything a brand creative, marketing staff or a travel agent might need is curated for their use to be high-level at a glance, or in-depth specifics of voice and visual guidelines, photo and video assets, marketing and sales collateral, and editable templates to customize content for agents and partners.
Building a new photography style
The photography style gives the viewer a more documentary, candid taste of what a G Adventures tour might be like. The goal is to communicate the unique energy of experiences: an energy that is prevalent everywhere, in every interaction, every experience on every trip.
The new style of G Adventures photography uses straight framing and shoots subjects with a long lens and shallow depth-of-field. This allows the model to forget the camera exists and honours truthful reactions and natural moments.
It is a style that moves away from picture perfect “postcard” imagery, to one that makes the viewer feel like a fly on the wall.
Every picture should tell a story.
Creative director: Dave Daga
Art direction & design: Ashley Luppe
Senior copywriter: Warren Haas
Production designer: Amanda Leroux
Graphic designer: Kiros Chu
Photography: Shereen Mroueh, Oana Dragan