Responses by Vito Balen, project coordinator, Holographik.
Background: The main purpose of this project was to uplift the outward presentation of Trawelt, a Salesforce consultancy for the travel and hospitality industries, as its previous brand and website were put together rather quickly. So, the rebrand’s main purpose was to enhance the user experience, increase conversion rates and provide a competitive edge over its competition by visually standing out in the Salesforce network. This way, Trawelt could more easily reach its intended audiences.
Design thinking: We approached Trawelt’s rebrand with a deep appreciation for the essence of travel, which is realized through movement, discovery and navigation. The branding is replete with colors and dynamic visuals, reflecting the vibrancy of global travel while maintaining a professional and sophisticated edge.
A key guiding principle in our design process was pathfinding. Just as Trawelt helps businesses navigate toward optimal results, its new brand identity needed to convey clarity, direction and trust. We embraced this philosophy to create a design system that feels intuitive, structured and inherently connected to the travel experience.
Challenges: Generally, the main challenge when creating the rebrand of any company is how to make it stand out from its competition but still be recognized as a part of the industry. Thankfully, we have plenty of experience in making branding projects, so this challenge was not a surprise to us. It just motivated us to get creative with the brand exploration and really dive deep into the subject of the company and its industry overall.
Favorite details: We’re really proud of the response that we got from the Trawelt team. From the very start of the project, they let us assume total creative control over the rebrand, and we felt honored that we’d earned their trust after they looked at our previous work. The entire collaboration was extremely pleasant, as they reacted positively to most of our suggestions and designs.
Visual influences: We drew inspiration from classic travel elements like signs, maps and tickets, and we crafted a visual identity that embodies the excitement and structure of a well-planned journey.
Time constraints: The Trawelt team informed us at the beginning of the project that they would love to have their new branding ready for a conference that they were going to. Even though the project was planned well in advance, we still had that deadline that we had to meet. This led our approach to be really thought out, and we devoted plenty of time for high-quality brand exploration, which made the rest of the work easier as we could effortlessly visualize how the brand could be scaled across digital and physical design.
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