Wesort
Simulating international travel in a themed resort for those who struggle with air travel and have travel anxiety.
Over 12 weeks, I developed the business concept and the branding for Wesort. Wesort is a Canadian all-inclusive resort themed around 6 international cities across North America, Europe and East Asia. For those with travel anxiety or struggle with air travel, Wesort’s main attraction is 360º entertainment arenas where visitors can virtually tour famous international attractions. In order to fully immerse visitors, culturally themed accommodations, restaurants and retail stores are featured throughout the resort.
The dynamic brand identity revolves around representing the 6 featured cities: Rome, Paris, Taipei, Tokyo, Punta Cana, and Mexico City.
Balancing between embracing hospitality and promoting cutting-edge technological tours, the visual identity uses friendly yet sophisticated graphic elements and typography with a striking colour palette and duotone photography.
Embracing the individuality of each featured destination while uniting them under the one resort, the secondary colour palette is inspired by the different hues featured in each country’s flag.
Each featured city has a specific colour combination inspired by their flag. It can be used in signage, duotone photography treatment and more!
The launch campaign “Travel Anxiety? Wesort is Out.” is centred around an expressive character, conquering anxiety-inducing or frustration experiences associated with air travel. Visitors are offered 40% off when they sign up, to encourage new visitors to engage with the brand.
Since it is Wesort’s launch campaign, the primary palette is dominantly presented to create a cohesive brand perception with the visual identity. Translated across print and digital platforms, the campaign reaches audiences who hope to feel the same as the main character in through the campaign.
Credits
Overseeing Professor
Takeaways
Visual systems reflect the full brand ecosystem.
The structure and services of a brand should be reflected in the visual system. There's no one suite combination for a brand identity. Taking the time to consider the client, their needs and where their brand presence will be strongest is key!
Best campaigns are driven by a cohesive narrative.
For “Travel Anxiety? Wesort it Out” centring the narrative around a character and their adventures with air travel made a great through-line for the messaging. It also created a unique visual style to match.
