Travel Marketplace Redesign and Brand Identity Development

How Onix developed the new brand identity and redesigned the website for a travel marketplace

This case study delves into the transformative journey of 10Adventures, a leading adventure travel company, as they partnered with the innovative minds at Onix to redefine their online presence.

Faced with challenges ranging from integrating diverse content sources to creating an intuitive region-based navigation system, our collaborative efforts resulted in a comprehensive redesign and rebranding initiative.

This study illuminates the obstacles encountered by both teams and the ingenious solutions they deployed, illustrating how strategic web design and branding can revolutionize user experience and foster genuine connections with the audience.

Travel
Industry
2 designers, 1 PM
Team size
USA
Location
4 months
Project duration

[ Business context ]

Challenges We Encountered

Before embarking on the redesign and rebranding project for 10Adventures, the Onix team encountered challenges that demanded innovative solutions and strategic planning.

Understanding and addressing these challenges were crucial to ensuring the project's success. Here are the key hurdles faced by the Onix team before they initiated the new design and brand identity.

The Onix team faced the following challenges:

Seamless Travel Marketplace Integration:

10Adventures Tours was a travel marketplace connecting adventure travelers with local tour operators globally. Integrating this feature seamlessly within the redesigned website, ensuring secure transactions, and providing a user-friendly booking experience demanded meticulous planning and technical expertise.

Understanding Diverse Audience Needs:

10Adventures catered to a diverse audience of adventure enthusiasts, each with unique preferences and expectations. The challenge lay in understanding these varied needs to create a website and brand identity that would resonate universally.

Integration of Complex Functionalities:

The existing 10Adventures website had complex functionalities, including interactive maps, user-generated content, and booking systems. Integrating these features seamlessly into the new design without disrupting the user experience posed a significant technical challenge.

Preserving Brand Legacy:

While a fresh and modern approach was necessary, it was equally essential to preserve the core values and brand legacy of 10Adventures. Balancing the brand's evolution with its existing identity presented a delicate challenge for the Onix team.

Mobile Responsiveness:

With the increasing use of smartphones and tablets, ensuring the new website was fully responsive across various devices and screen sizes was challenging. The design needed to be visually appealing and functional on desktop and mobile platforms.

Optimizing Performance:

Enhancing the website's performance, including faster loading times and seamless navigation, was imperative. Overcoming technical bottlenecks and optimizing the site's speed without compromising on features was a challenge that required careful consideration.

Integration of Diverse Content Sources:

10Adventures offered various outdoor activities, including hikes, ski tours, treks, and more. Integrating content from various sources like 10Hikes, 10SkiTours, and 10Treks into a unified platform posed a challenge. Ensuring a seamless merging of content while maintaining consistency and clarity was essential to enhance user experience.

Region-Based Content Navigation:

The goal was to simplify user experience by enabling content exploration based on regions rather than just activities. Implementing a robust region-based navigation system, allowing users to explore adventures by specific geographic locations was a complex task. Ensuring intuitive interfaces that facilitated effortless regional searches was pivotal to the redesign.

Aligning with the Core Purpose:

Understanding and aligning the redesign with 10Adventures' core purpose – encouraging people to explore nature and experience outdoor adventures – was paramount. The challenge was to create a digital platform that not only showcased adventure options but also inspired and motivated users to step outdoors and engage with nature actively.

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[ Our Solutions ]

By addressing these challenges through innovative solutions, the Onix team not only transformed the 10Adventures digital landscape but also created a platform that resonated with adventure enthusiasts, inspiring them to explore the beauty of nature with confidence and excitement.

Unified Content Integration

Through meticulous categorization and tagging, the content from various activities was seamlessly merged into a unified platform. Onix introduced standardized templates and design elements that maintained consistency in presentation while accommodating the unique characteristics of each adventure type.

This approach ensured that users could explore various activities without encountering discrepancies in content style, enhancing the overall user experience and providing a cohesive platform for adventure enthusiasts.

Innovative Logo Design

Besides revamping the website and navigation, Onix introduced a fresh visual identity for 10Adventures, incorporating an X-shaped element into the new logo. The X serves a dual purpose, representing the Roman numeral 10, symbolizing the core identity of 10Adventures, and resembling a mark on a hiking or treasure map, alluding to the essence of adventurous exploration.

Moreover, the X shape carries a deeper meaning by referencing the concept of 'unknown' (e.g., Planet X), connecting the symbol with the spirit of destinations, exploration, and discoveries. This innovative logo design encapsulates the brand's adventurous spirit and sense of mystery, reinforcing the platform's identity and enhancing its visual appeal.

Intuitive Region-Based Navigation

To simplify the user experience and enable effortless exploration based on regions, Onix designed a user-friendly, map-centric interface. Interactive maps were integrated, allowing users to explore adventures by specific geographic locations visually.

Implementing geolocation features enabled automatic detection of users' locations, providing personalized recommendations based on proximity. Onix incorporated intuitive search filters, enabling users to refine their searches by region, making the process of discovering adventures in specific areas both seamless and engaging.

Inspiration-Driven Design

The redesigned website was crafted with a focus on inspiration. Engaging visuals, compelling storytelling, and immersive multimedia elements were integrated to align with 10Adventures' core purpose.

By showcasing breathtaking imagery and captivating narratives, the platform inspired users to embark on outdoor adventures, fostering a sense of connection with nature.

Optimized Web-Friendly Format

To maintain the integrity of comprehensive adventure reviews while ensuring optimal website performance, the Onix team employed techniques such as image optimization, lazy loading, and efficient caching mechanisms.

By balancing rich content and fast loading times, the website provided users with a visually engaging and expedient browsing experience.

Responsive Design Implementation

The website was meticulously crafted to be fully responsive across various devices and screen sizes.

Whether accessed from desktops, smartphones, or tablets, the redesigned platform offered a consistent and visually appealing experience, catering to the diverse preferences of users on different devices.

Core technology stack we used

Sketch,

Invision

Results

The collaborative efforts between 10Adventures and the Onix team yielded remarkable results, transforming the company's digital presence and user engagement.

Following the redesign and rebranding, 10Adventures experienced a significant increase in users seamlessly navigating the unified platform, exploring diverse adventures based on regions, and engaging with comprehensive reviews.

The website's responsive design ensured a consistent and visually appealing experience across devices, increasing user satisfaction and prolonged visit durations.