Travel & Tourism • 2026
BRAND DESIGN
VISUAL IDENTITY
WEBSITE
Kompassisatravelplatformthathelpsusersdiscoverdestinations,readreviews,andsaveplacestopersonalizedpinboards. Iledthebrandfromthegroundup,fromnamingtofullidentityanddigitalexperience,craftingasystemthatfeelsbothdirectionalandinspiring.
The Challenge
Travel platforms often fall into two extremes:
Either overly functional and cold
Or visually exciting but lacking clarity and structure
The challenge was to create a brand that:
Feels like a trusted guide, not just a tool
Appeals to multiple generations of travelers
Balances utility with inspiration
My Role
I handled the full brand and digital experience:
Brand naming & concept development
Logo & symbol design
Visual identity system
Typography system
Social media design
Website design
1/5 → Naming the Brand
I developed the name Kompass, inspired by “Compass”, a universal symbol of direction and guidance.
Why this works:
Instantly communicates purpose
Memorable and distinctive spelling
Feels both functional and symbolic, which fits a travel product
2/5 → Logo Concept
Instead of a literal compass symbol, I designed a bird in upward diagonal motion to represent:
Freedom and exploration
Progress and forward movement
This approach avoids cliché while still reinforcing the brand’s core idea, making it feel more symbolic and distinctive.
3/5 → Visual Identity
Typography:
Instrument Serif is used for headlines and brand presence, giving an editorial, expressive feel.
Instrument Sans supports longer text, ensuring clarity and readability.
Color System:
The identity is built on contrast and expression:
Base: Black and white for structure and clarity
Core Accent: A multi-color gradient (vibrant, energetic)
Supporting Colors: Bright tones ranging from pink, teal, yellow, and neon
Why this works:
The monochrome base keeps the brand grounded
The gradient introduces energy and movement
The vibrant palette makes the brand feel inclusive and cross-generational
4/5 → Visual Language
The visual language is built to feel immersive, expressive, and dynamic, rather than purely functional.
It leans heavily into:
Lifestyle imagery: to create emotional connection, helping users imagine themselves in each destination
Clean layouts: to maintain structure and prevent visual overload
High-contrast text and background compositions: to guide attention and improve readability
Color variety is used intentionally across social and marketing to keep the brand fresh and engaging
This allows the brand to scale across touchpoints while maintaining a balance between exploration and clarity.
5/5 → Website / Digital Experience
The website is designed around three core user actions:
Discover destinations
Evaluate through reviews and key details
Save to personal pinboards
Key UX decisions include:
Clear content hierarchy to help users quickly scan and compare destinations
Persistent save actions to encourage interaction with minimal friction
Structured layouts that balance rich visuals with usability
Solution
The final identity positions Kompass as:
A trusted travel guide
A modern discovery platform
A brand that balances clarity with creativity
It avoids clichés while still communicating direction, exploration, and ease of use.
Impact
Created a distinct and memorable brand name with clear meaning
Developed a scalable identity system across digital and social platforms
Balanced functionality and emotional appeal, critical for travel products
Positioned the brand to resonate with a broad, global audience
How I Used AI
AI supported speed and exploration throughout the project:
Name exploration & validation: testing variations and meanings
Creative direction: generating early mood references and visual directions
Copy refinement: shaping messaging and microcopy
Iteration: quickly exploring multiple visual approaches before refining
This helped reduce friction in early stages and focus more time on refinement and execution.
Key Takeaways
Strong brands communicate function + emotion at the same time
Symbolism (like the bird) can be more powerful than literal representation
A flexible color system allows brands to scale across multiple contexts
Combining AI + design thinking improves speed without sacrificing quality
