Venture Britain

Getting tourists to explore beyond London

A while back, I designed a brand and website for Interrail trip organisers, Euroventure. They were a great client to work with and the brand and website turned out to be very successful. So successful, in fact, that they approached us about creating a sub-brand, aimed at tourists looking to travel around the UK by train.

Whereas the Euroventure brand took on a vibrant, exciting and adventurous feel to capture a younger audience; Venture Britain targeted an older, more affluent market looking for a trustworthy and experienced travel company. A key challenge outlined in the discovery meeting was persuading potential customers to venture beyond London. With this in mind, I created an intuitive, fully customisable booking system that encouraged exploration.

 

Logo Design

I was asked to create a logo that showed a clear link to the Euroventure brand, but spoke to an older, more sophisticated target audience; and could hold its own against modern travel companies. A slick logomark was created that combined the two letters in a shape inspired by the front of a modern train.

The colour palette chosen for VentureBrtiain was intended to give a more calming, safe and digital feel to the Union Jack colours; reassuring those who are booking from overseas. Sky blue and green have been added to represent the British countryside, and get people thinking outside of London.

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User Experience

To create the BritPass booking system that allowed users to fully plan/customise their trip, a lot of planning, research and experimentation was required. Mobile has overtaken desktop in domestic browsing over the past few years, so I focussed on a mobile-outwards responsive design.

 

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