Design guide

1. Andrea Stefankova
Triin Jassov
Barbora Tomikova
Andrei Dumitrescu

2. INTRODUCTION
Brainstorm for the problem formulation:
-aesthetic, modern, suitable, remarkable, flexible, permanent, catchy, impressive, distinctive
-attract, persuade, put it in peoples mind, make them love it
-communicate, present, promote, distinguish from the others
How can we create an original visual identity for DreamTours travel agency to attract
the target group and communicate it in a persuasive and remarkable way?
Definitions:
remarkable- the company will be distinguished from all other travel agencies and remembered in the
minds of receivers of the message in the longterm period, the tools used for creating visual identity are
strong enough to create an image that would instantly lead to recognising the company.
target group- will be further defined in the communication model

3. COMMUNICATION MODEL
Sender Message Medium Receiver
Noise Intended Effect
Dreamtours Travel Agency
Travel agents
Sellers
Guides
Multimedia designers
Awaken to a different world
Customized vacations
Unusual destinations
Flyers
Posters
Radio, TV
Receiver’s Image of the Sender
Independent
Traveller
Culture-aware
Adventurous
Other travel agencies
offering taylored vacations
Establish market position
Raise awareness of brand
Win customers
attractive offers, responsible partner, fulfilling special needs
Newspapers, magazines

4. COMMUNICATION PLAN
SENDER
In the first place, the sender is the company itself,
Dreamtours, with all its employees working on the
design of the holiday offers, travel agents who are
having the direct contact with customers assisting them
with the creation of the vacation package, people
involved in the service and activities in the actual
destinations (guides, hotel employees etc.).
The other senders are multimedia designers who are
responsible for creating the whole visual identity of
the company that would communicate the image and
ideas developed. These are the people who need
to find the right way how to establish a strong visual
identity in people’s minds.
MESSAGE
The message essentially is to communicate that there
is a travel agency on the market that has a very
modern and original concept of delivering the op-
portunity of having an exciting vacation in design of
which the customer is partly in charge.
“Awaken to a different world“. Wake up in your
dream destination. The vacation destinations are
customized and so enable to live your dreams. What
would you do if you had the power to design your
trip? And at the same time the travel agency pro-
vides you with the service that makes it easier for
you than to just organise the trip yourself. A special
concept is the “survival games” targeted at adven-
turous people who want to push their limits, live up
to the challenge. This could involve a vacation on a
beautiful exotic island without all the luxuries but still
with the security that there is someone watching your
back. The extreme sports and other activities are
also often a part of the vacation package.
Essential is the choice of destination, where Dream-
tours tries to go for the less known countries or parts
of the country to avoid the consumer and tourist at-
mosphere to make it feel more special (mountains in
Peru, volcanos in New Zealand, small islands in Indo-
nesia, India, Nepal, Madagascar etc.). The company
is a tool people should use to get the very exciting,
specially taylored vacation.
NOISE
The possible source of noise could be other existing
agencies trying to work with the idea of individuality
which is a big trend in most of the industries nowa-
days in order to differentiate yourself from all the
others. Therefore the visual identity and the ideas
must be strong enough to persuade the customer to
choose this agency or subconsciously stay in his/her
mind for the future.

5. RECEIVER AND TARGET GROUP
The receivers are basically all the people exposed
to the message of this campaign,not neccessarily the
target group. Even though we have chosen specific
media that give us the highest possibility to reach
our target group, naturally there will be the audi-
ence that is not in the group who could also become
potential buyers.
To establish the visual identity and launch the cam-
paign effectively, a target group profile has been
created (serving more like a guideline throughout the
decision making not defining the only customer pro-
file). As described in the sender’s delimitations, the
core of the business are customized, very personal
vacations. It is a response to special needs of many
people,rather independent, who do not want to fol-
low the masses of tourists, spend their spare time just
like everybody else does.
On the contrary, they are adventurous, bored with
the usual mainstream vacation destinations. Unusual
and extreme being the key words in their decision
making. Generally,there is no real limitation in age,
but rather the state of mind and preferences. The
target group consists of very open-minded people,
young in their minds, interested in culture,history,art
and political happening in the world. This very much
influences the destination offers, since it has to be
more than the classical touristy countries.
INTENDED EFFECT
The intended effect is to raise awareness about the
travel agency DreamTours in a way that it will be
accepted by the customers as a brand new type of
travel agent that provides more than just usual va-
cancies.
There should be a strong feeling of individuality,
quality and uniqueness. Since there is a very strong
community of the “adventurous travellers“ there is a
need for establishing itself in their eyes, so that the
message would be transfered also among the peo-
ple not just through direct communication.
The potential customer should be aware of all the
opportunities he/she could get when going into rela-
tionship with DreamTours. The communication should
be strong enough to attract and establish a good
market share.

6. MEDIA
These are the following media that we have chosen
to use in the campaign:
1. printed media-magazines and newspapers
Taking into account that this media gives us the
opportunity to reach large groups of people, we
have decided that there will be advertisements
that we will use.
More specifically, regarding the target customer
profile, the chosen ones will be from the group of
cultural magazines (National Geographic) and
magazines oriented towards politics and culture
(Time, InSpire,etc.). Reason for this was the assump-
tion that our customer is culture-aware, interested
in politics, arts, and different cultures and so it is
highly possible that he reads this kind of maga-
zines and newspapers. Having the advertisement
placed in more serious press also adds to the im-
age of responsibility and quality.
2. posters
Using posters both outdoors and indoors is a very
effective way how to reach a high number of receiv-
ers without being too narrow in the profile related
decisions.
Placing them for example near the bus stops in busy
metropolitan areas, crowded squares brings numbers
of people passing by every hour, possibly scanning
the poster while waiting for the bus. Another popular
place for advertising in large formats are the metro
and train stations, near escalators where the people
are literally forced to walk by the poster which also
raises the chance of being noticed.
3. flyers and GO cards
Concept of using catchy flyers and free GO post-
cards also derives from the idea of reaching a lot of
people who would possibly be interested in this type
of vacation.
The places are very carefully chosen,though, includ-
ing cosy cafes, eco-friendly cafes, bars with jazz mu-
sic, basically all the places where our special type
of traveller would most likely be. The idea of these
places is very similar to the concept of getting to
know new cultures, new experienes, meeting interest-
ing people etc.

7. ............
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wednesday
29.10.
thursday
30.10.
friday
31.10.
saturday
1.11.
monday
3.11.
tuesday
4.11.
thursday
6.11.
sunday
2.11.
wednesday
5.11.
evolution of logo and logotype
group creation
1st milestone (problem formulation approval)
2nd milestone (logo and logotype approval)
problem formulation
communication plan
flyers
GO cards
posters
press advertisment
3rd milestone
(handing in the project)
Barbora Tomikova
Triin Jasov
Andrea Stefankova
Andrei Dumitrescu
work in InDesign
. . . . .
. . . . .
TIMETABLE

8. EVALUATION
The project at hand involved communication and vi-
sual identity. The purpose was to create a visual
identity,that would attract the target group and
communicate it in persuasive and remarkable way.
The day after the assignment was handed out,
group met in the afternoon and decided to start
our project with brainstorming. After some time, we
came to a conclusion that our goal will be to stand
out from all the other travel agancies and to be re-
membered in the mind of recievers of the message
in the longterm period.
We wanted to be orginal and in order to succeed,
we agreed unanimously to work hard and use ev-
eryones potential 100 precent.
Before starting the project,we had skills in photoshop
and in illustrator and we realised that this will give
us a great advantage. Everything had to look good
and fit together even though this project was more
about communication.
During the project, we all got new knowledge in In-
design. We improved our different softwear skills
connected to planning and communication.
One of the most iportant aspects was also, that we
learned how to work better in a group, help each
other in every way we can , make compromises but
at the same time try to use everyones individual skills
in maximum way.
By doing that, we realised the power of teamwork
and all that made it much easier for us to reach our
goal.
Of course we still have to admit, that there is a lot
more to learn. We are just in the beginning of our
journey . It takes years of practising, hard work and
dedication to become a professional in communica-
tion and design industry, but this project was a great
start and gave us enough motivation to continue to-
wards our future goals.

9. VISUAL IDENTITY
OF
DREAMTOURS

10. GETTING INSPIRED...
adventure. challenge.world.
travel. culture. people. unusual. experience.
extraordinary. distant. backpacking.
limits. international. diversity. ancient.
flavours. vacation. survival. beauty.
serenity. culture. summer. shores. thrill.
baloon. idea. relax. horizon. temple. sun.
jungle. remarkable. ohoho. dream.
fun. variety. change. courage.
extreme. robinson. history. passion. storm.
sail. sea. companionship. music. joyfully.
independent. mountain. spice. taste.
connection. silence. waterfall.
green. dusk. resourcefullness. sport.

11. LOGO & LOGOTYPE

12. FONTS
DREAMTOURS
Dreamtours
DREAMTOURS
Dreamtours
DREAMTOURS
Dreamtours
DREAMTOURS
Dreamtours
DREAMTOURS
Dreamtours
Dreamtours
DREAMTOURS
DREAMTOURS
Dreamtours

13. COLORS
EVOLUTION OF THE LOGO AND LOGOTYPE
First idea was to create an easily recognised
and remembered figure used as part of the
logotype as well as individual figure. The fi-
nal result was a parachute (could also be rec-
ognised as a baloon)representing extraordinary
transportation, adventurous nature of vacations.
Colours are inspired by nature (blend in with na-
ture) and brighten up the logotype which is dark-
er, adding good contrast and fast recognition
of the figure.
The font is very dynamic, also unusual, unique and
moreover the shape of the letters complements the
shapeoftheparachutefigure. Therearemoreversions
of the logo and logotype (color, black and white) as
a reason for different use on different backgrounds.
The development of the figure and font is re-
corded reflecting the decision making process.
For various purposes the logo itself is strong enough
to carry the message of the company because the
figure is linked to the concept of unusual travelling.

14. POSTERS
Campaign # 2
-focused on introducing the slogan “Awaken to a different world“ and
the idea of fullfilling your most daring dreams of travelling
-locations: bus stops on the most used lines in the city, squares, meeting points etc.
The poster from the second, later launched campaign
used on the bus stop

15. PRESS ADVERTISMENT
Examples of positioning the teaser advertisements in various magazines
Group: politics, news, culture oriented weekly and monthly press

16. PRESS ADVERTISMENT
Examples of positioning the teaser advertisements in various magazines
Group: adventurous, nature, travel, culture oriented press

17. GO CARDS
GO cards as the medium are placed in various social networking facilities, cafes
catchy vibrant colours, simple design
representing some of the destinations
introducing the logo
creating awareness of the brand
finding the way directly to homes
serving as “travelling advertisenent“ postcards

18. POSTERS
Campaign #1
-focused on the teaser-styled posters promoting the idea of unusual experience, catching the at-
tention of people, witty slogans resulting in curiosity, raising the awareness of the brand
-locations: highly frequented subway and train stations, bigger format