Viator, a TripAdvisor Company, lets travelers find and book the best tours and local activities anywhere on the globe. But in the trodden travel category, not enough was separating the brand from the competition. Our team helped identify Viator’s unique advantage: last-minute bookings with generous cancellation policies — allowing travelers to keep their plans loose and feet light.

We translated this idea into a rich visual identity — with a new logo, tagline, a comprehensive design system, and air-tight brand standards to help Viator show up consistently no matter where they go in the world.

Role: Senior Designer / Design Director: Jennifer Kellogg / Chief Creative Officer: Michael Lemme