the lovers passport

Brand design

Role in project solo designer

The Lovers Passport is a team of content creators with an audience of over 1.5 million across platforms. Their content focuses on travel destinations, trip itineraries, and credit card points & miles tips. Giselle and Stephen were able to scale their audience to a multi-size figure business that works with tourism boards, hotels, and travel brands to create photo and video content for marketing use.

purpose

The Lovers Passport needed to level up their logo to better represent the wealth of information they give both their clients and audience. The brand needed to appeal to not only their followers, but their potential clients – and needed to better represent the breadth of destinations they visit, instead of only focusing in select types of travel. From luxury trips to more rugged backpacking treks, the brand needed to cover it all.

concept

The Lovers Passport was drawn to logos that incorporated unique shapes into negative space – and we leaned into this by placing an airplane icon onto the “P”. We utilized this feature in both the logo and icon.

For the primary logo lockup, I focused on inspiration from both national park signage and passport stamps. A big goal when creating the logo was to create a brand where the client’s photography work can really shine. I created a logo that can be easily placed over photography, with a “filled in” option for busier photos where the logo would get lost.

We finalized the brand with a set of branded icons and banners for use on their blog, email marketing, and misc marketing efforts.