BRIEF
You have a week to develop a visual identity concept for a travel platform named Localea.
They are known for offering affordable trips with vetted local guides. Their target audience
are women, they want to convey a sense of comfort, while at the same time appear fresh and exciting.
Tone of voice is warm but confident, valuing authenticity and community.
CREATIVE THINKING
The two aspects I deemed most important were the local guides and the feeling of comfort.
Since the platform is targeted at women, the brand had to exude a sense of safe space —
led and recommended by women, for women. From there I wanted to push beyond just safety
and into something warmer and more personal. Stress-free vacation with friendly locals
to guide you through their city like a long-lost friend from an exchange program you
did back at university. I also challenged myself to develop the concept within a week,
treating it as a focused creative exercise in working with intention under constraints.
