Embarking on Change
Empowering a generation by transforming how you travel.
Collette
at Whole Foods
The Ask
Collette, a revered travel agency with a century-long legacy, came to us looking to rejuvenate their brand with a more accessible system and user experience. The existing digital interface and branding elements were outdated, confusing, and not fully resonating with their discerning, mature clientele. Our task was to transform these facets, ensuring they showcased the agency’s intrinsic value and finely curated, traveler-first experiences.
The Challenge
Our primary obstacle was transforming a transactional and complex experience into the first part of a joyous journey for Collette’s age 50+ clientele. A redesigned visual and experiential narrative was imperative to make messaging clear, navigation effortless and showcase the brand’s warm, adventurous spirit in a user-centric manner.
The Solution
Our strategic refresh was targeted, addressing specific areas of Collette’s brand experience to elevate ease of use, instill a sense of security, and enhance accessibility. Key touchpoints were refined to facilitate an intuitive interaction, making users feel not only catered to but also secure in their journey from exploration to booking.
Each enhancement was thoughtfully crafted to balance the practical aspects of navigation and accessibility with the emotive elements that stir the thrill of exploration. Users now encounter refined, supportive design where the essence of Collette’s adventurous yet secure and accessible travel offerings is felt more prominently.
A Friendly Face
We reshaped Collette's identity through a refined logo, enhancing its modern
appeal while honoring the brand’s legacy. The revised design incorporated friendlier letterforms, maintaining iconic recognition while encapsulating the brand’s warm, dependable ethos.
Setting
A Course
The transformation of the homepage into an inviting portal for travel was accompanied by optimization of the site’s user pathways. Each element, from search results to tour overviews, was engineered for clarity, convenience, and a personalized user journey. Importantly, we elevated the site's accessibility, achieving AAA standards ensuring that the Collette experience is accessible to all.
Framing
The Adventure
We shifted Collette's photography to emphasize genuineness and relatability--mature travelers immersed in real, joyous interactions, replacing sterile stock photos with snapshots of true, engaging experiences.
Iconic Journeys
The project entailed a comprehensive unification of iconography, establishing a coherent visual lexicon. With three tiers of simplicity tailored to diverse content needs, the icons contribute to a seamless, engaging, and intuitive user journey.
Travel Dispatches
With email being a pivotal communication channel for Collette, we transformed each message into an exploration invitation, aligning with the revitalized brand ethos. Every email is now a blend of information and inspiration, underlined by Collette’s personalized and considerate approach, fostering enhanced recipient engagement.
Premium Pathways
Collette’s “Explorations” portfolio of trips received a distinct visual identity to highlight their unique, premium nature. The specialized design, aligning with the broader brand aesthetic, underscores the intimate, immersive, and enriching experiences that characterize these curated journeys.
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