Tourlane – A Journey to Its Brand & Corporate Identity

Tourlane connects users with trained travel experts through an online platform to create truly unique and personalized trips. Our task was to develop a scalable brand identity at a decisive moment: the Series A funding round. With new investors on board (and more to come), Tourlane urgently needed an identity that would communicate – both externally and internally – where the shared journey was heading, while also enduring through future product developments.

At the Beginning, There Is Data

To make informed decisions, we first collected, analyzed, and visualized data. Quantitative insights from the sales tool as well as qualitative input from Tourlane’s travel experts formed the foundation for brand development. In persona workshops, we captured the experts’ experiences with Tourlane customers: the travel experts had stories to tell, and we listened closely. In addition, we worked closely with the founders in a series of workshops to jointly define the company’s mission, vision, core beliefs, and values.

All of these insights were distilled into a brand identity within just a few weeks and transferred into a brand language system that was made accessible online to all employees. Furthermore, the Tourlane vision and values became an integral part of employee onboarding, including handouts and branded merchandise.

A Brand that Scales

The Tourlane brand found its way onto the new website, the onboarding funnel, the internal SaaS platform, newsletters, and print media such as the Tourlane travel catalog. And the mission statement “The best experience in travel” continues to inspire employees and travelers alike, encouraging people to discover unique adventures with Tourlane time and again.