Quimbaya offers authentic travel experiences to the customers of travel companies all around the world by designing and operating expert lead tours throughout South America.
After decades in the industry, Quimbaya has established a well recognised brand which captures their brand values and unique positioning to customers in the travel industry. So, this project wasn’t about starting over with a clean slate. The Lucid Agency was engaged to redesign the brand – carefully balancing the need for an updated look while retaining its recognisably unique identity and messaging.
Through a series of initial meetings, Lucid set about discovering the ‘must-have’ elements for the brand redesign including graphic elements, key messages, and any colour or style related preferences. Questionnaires were also a valuable tool to unearth the crucial organisational characteristics, values and personality that would help shape the new brand image and assets. From here, Lucid was able to hone a preliminary ‘mood board’ of initial design concepts, font styles and colour themes – resulting in a solid foundation of feedback upon which to develop a more complete design proposal.
Lucid delivered a cleaner, sleeker, and more modern interpretation of Quimbaya’s design style format including logo, fonts, colour palettes, and stock imagery.
Templates for new marketing assets were created including business cards, PPT documents, email signatures, and letterhead.
Lucid developed a comprehensive ‘brand guidelines’ document setting out the business’ core brand values, personality, market position, and key messaging.