The international pandemic hasn’t simply restricted young people’s capability to travel. It’s additionally closed them off to the type of social connections which are important for private development. To mirror a brighter future for travel -as nicely as this bottled-up need for genuine human connections – Contiki, the world leaders in youth social travel, has launched a daring evolution of its model identification.
Contiki turns 60 this 12 months – and for many legacy manufacturers, modernizing key design components could be dangerous. After all, audiences who’re conversant in a model have a tendency to keep it up. But for Contiki, the social travel operator for 18-35 12 months olds, remaining related to the evolving wants and tastes of Gen-Z and Millennial vacationers at this time is important, because it paints a brighter image for the way forward for travel.
As extra young people proceed to flock in direction of distinctive travel experiences after the pandemic, Samuel Clarke, Contiki’s Head of Design, explains why their new visible identification harnesses all of the enjoyable and vitality vacationers can look ahead to on their journey.
“Our upbeat really feel and vibrant coloration palette, along with executions which have a robust life-style and sports activities really feel, will assist to get people concerned, motivated and excited. Together, our character and design language give the pliability the model wants, with out dropping cohesion — so all functions and experiences feel and appear unmistakably Contiki.”
According to Clarke, fresh imagery with numerous casting was necessary, to precisely mirror their follower base and the breadth of travel experiences they supply.
“We’ve created a vigorous, shiny and fun-loving imagery tone of voice, with genuine and numerous teams of people, that makes us really feel related in a world context. It expresses the emotional pleasure of experiencing your first travel moments, in addition to the practicalities of bedrooms, meals and transport.”
Video additionally performed a significant position within the model relaunch. Clarke mentioned their new model took inspiration from sizzling traits within the social media area, equivalent to kinetic kind and movement graphics.
“Our video belongings characteristic dynamic designs with fashionable textual content animations and modern transitioning results, including actual vitality. It makes you’re feeling Contiki is a model that’s at all times on the transfer.”
According to a pre-launch survey of 4,000+ people, the decision was overwhelmingly optimistic in direction of the model’s new feel and appear. 9 in 10 respondents preferred the appear and feel ‘to a reasonable diploma or above’, with the most-popular phrases to describe Contiki together with ‘enjoyable, energetic, youthful, daring & cool’.
- Simon Llanos – Chief Marketing Officer
- Rachel Storey – Head of Brand
- Samuel Clarke – Head of Design
- Dominic Oliver – Global Content Lead
- Bunty Partridge – Art Director
For extra data be certain to try Contiki web site.