We create a unique world for them.
Creating a brand is not just about designing a logo. It’s about building a visual, verbal, and sensorial universe that conveys a company’s values and sets it apart from competitors in the market. We create a unique world for them.
The branding and design team at V3RTICE had the opportunity to create the brand for IM&JO, a new luxury travel agency that wanted to build its identity from the ground up. The goal was to craft an elegant brand that expressed exclusivity in every detail.
Here’s how we built IM&JO’s brand from scratch.
How to Create a Brand: Analysis and Visual Identity
1. The Brief: The Starting Point of Every Branding Project
The first step in creating a strong brand is understanding what the client wants to communicate and who their audience is. This initial process was essential to set guidelines for the project and ensure that every decision aligned with their requests.
Our team began with a detailed brief including the client’s vision, the values they wanted to reflect, and the profile of their target audience, along with their aesthetic preferences for the brand’s identity.
In the case of IM&JO:
- Their target audience is demanding travelers seeking exclusive experiences.
- They wanted to convey feelings of luxury, elegance, exclusivity, and authenticity.
2. Naming and Logo: The Visual Essence of the Brand
Based on this brief, we worked on several proposals and studied the direct competitors. We were aiming for something truly unique. The creative process began with three naming and logo options so the client could choose the one that best represented their philosophy. From there, we refined the design until reaching the final version: a sober, elegant, and timeless logo that reflects the brand’s personality.
3. Corporate Identity Manual: The Guide to Consistency
The next step was developing the corporate identity manual. We defined the visual pillars needed to transmit that premium feel we aimed for from the beginning—a key element for the brand’s recognition.
The corporate identity manual ensures visual consistency across all media to convey IM&JO’s image coherently in every application.
Within the corporate identity manual, we defined:
- The versions and different applications of the logo
- Primary and secondary typefaces
- Color palette
- Photographic style
- Communication tone
How to Apply the Corporate Identity Manual
1. From Branding to Web Design
With the identity already defined, we moved on to designing IM&JO’s website. The website had to reflect the feeling of entering a world of luxury. To achieve this, we rigorously applied the visual identity manual and opted for clean, elegant navigation.
Here’s how we applied the branding to the website:
- Color palette: the use of coffee brown and light beige added sobriety and sophistication across all sections of this luxury travel agency.
- Typography: we selected elegant fonts to reinforce the image of exclusivity, ensuring readability across all browsers.
- Photographic style: we chose aspirational images, carefully treated to evoke unique and memorable experiences.
- UX/UI design: intuitive, clean, and sensory navigation put the user at the center of the experience
The result: a website that conveys trust and exclusivity from the very first click, where every detail matters.
2. From Identity to Social Media Communication
The branding applied to the website also had to remain consistent when adapted to social media channels. For IM&JO, the corporate identity manual serves as a compass to build a solid and recognizable digital presence.
Our social media team will create IM&JO’s content while respecting the color palette and typefaces for social creatives and posts, as well as maintaining the same photographic style used on the website to connect with a demanding audience seeking a premium experience.
Conclusion: Creating a Brand Means Thinking About the Entire Strategy
The main challenge was positioning IM&JO as more than just a luxury travel agency. The brand had to avoid tourist clichés and offer an authentic, emotional proposal.
The IM&JO project demonstrates that building a solid brand requires consistency in every detail of the visual identity’s applications. Each branding element contributes to differentiation, reinforcing the company’s premium perception.
Well-executed branding, supported by a corporate identity manual, ensures that a company is not only recognized but remembered.
