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Branding for Civitatis, a digital leader in tourism

Civitatis is a digital company dedicated to providing services for the holiday tourism industry. It is organized into two lines of business: tourist guides and complementary services like hotel reservations and excursions.

In 2014, the total traffic on the group’s websites reached 40 million visits and more than 150 page views. In 2015, more than 600,000 people booked some type of service through Civitatis, a fact that cemented its leadership in the “Tours & Tickets” sector.

The company decided that 2016 would be the year for it to make a qualitative strategic jump, with plans that included the opening of a physical store, the launch of Apps, updating its websites, and internationalization, among other things. Erretres played a key role in this growth with a global rebranding project created to improve the brand’s positioning, as well as attract new clients, promote customer loyalty and update the brand design to meet current trends, in order to create a solid brand commensurate with the company’s size and vision.

   

Visual identity

The project kicked off with a research, analysis and strategy period that ended up being a “journey” through all the companies that offer different services in the tourism industry. This led to the definition of a brand concept that is both differentiating and unique in this field.

The project consisted of changing the logotype through the application of a new, more modern and more direct typography, the choice of the color “strawberry”, and the development of a rich graphic universe (both in terms of visual and photographic resources), as well as its application to a series of pieces that include everything from printed materials to graphic advertising, the corporate website, associated websites, the App, physical spaces, merchandising, etc

Brand architecture

One of this project’s challenges consisted of organizing the large ecosystem of web domains that comprise the company’s different .com and .es sites, which are associated with the different destinations. The idea was to do it in such a way so as to direct traffic towards the central Civitatis brand, without adversely affecting the immense value of the already up-and-running URLs.

To this end, a complete organizational system was configured.

Corporate brand vs destinations


The Civitatis universe has two derivatives. On the one hand, there is the Civitatis corporate brand (represented by the website civitatis.com), and on the other, there are all the sub-brands – each of which represents a different destination like London, Madrid, New York or Japan. The corporate brand uses the system of waves, the color “strawberry” and the corporate typography, while the destinations are principally depicted using images of the destination and a range of typographies that are clearly suggestive of the origin. For the project, it was extremely important to clearly articulate these two languages, given that 90% of total views of Civitatis websites come from destination urls: These must maintain a more editorial and less corporate style, in keeping with the guides they are.

Creative concept

In order to give the brand a distinctive identity in such a fragmented market – characterized by generating creative concepts that are based purely on an image of the destination and a big promotional claim –, we sought to generate a unique visual system that would accompany and lend dynamism to all of the brand’s communications.

We opted to base it on a simple concept: any other service from the tourist destinations directs you from point A to point B without any problems, tracing the shortest and most simple distance: a straight line.

Civitatis can also take users from point A to point B, while giving them a singular, enjoyable and complete user experience. You could say that the trajectory might be more similar to the curve of a smile than a straight line.

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Branding para Civitatis, líder digital en turismo

Civitatis, es una compañía digital de servicios de turismo vacacionales que cuenta con dos unidades de negocio: guías turísticas y servicios complementarios como reserva de hoteles y excursiones.

Durante el 2014 el tráfico total de las webs pertenecientes al grupo alcanzó los 40 millones de visitas y más de 150 millones de páginas vistas. En 2015 más de 600.000 personas contrataron algún servicio con Civitatis confirmando así su liderazgo en el sector “Tours & Tickets”.

La empresa plantea el 2016 como el año en el que dar un salto cualitativo estratégico con la apertura de tienda física, lanzamiento de Apps, actualización de webs, internacionalización, etc. Erretres ha acompañado este crecimiento con un proyecto de rebranding global que debe contribuir a mejorar el posicionamiento de su marca, atraer y fidelizar clientes y actualizar su diseño a las tendencias actuales, buscando conseguir con ello una marca sólida acorde con la dimensión y visión de la compañía.

   

Identidad Visual

Tras un trabajo previo de investigación, análisis y estrategia que resulto ser un “viaje” por todas aquellas empresas que ofrecen diferentes servicios en el sector turismo, se definió un concepto de marca diferencial y única en el sector.

El proyecto consistió en un cambio de logotipo a través de una nueva tipografía más moderna y directa, la apuesta por un color “fresa” y el desarrollo de un rico universo gráfico (tanto en recursos visuales como fotográficos) y la aplicación en una serie de piezas que van desde la papelería, publicidad gráfica, website corporativo, website asociado, App, aplicación a espacios físicos, merchandising, etc.

Arquitectura de marca

Uno de los retos del proyecto consistía en organizar el gran ecosistema de dominios que conforman las distintas .com y .es de la empresa, asociadas a cada destino, de manera que se pudiera centralizar el tráfico hacia la marca Civitatis sin renunciar a un valor tan preciado como las URL que ya estaban en funcionamiento.

Para ello, se configuró todo un sistema organizativo que cumpliera con este objetivo.

Marca vs destinos

 

The Civitatis universe has two derivatives. On the one hand, there is the Civitatis corporate brand (represented by the website civitatis.com), and on the other, there are all the sub-brands – each of which represents a different destination like London, Madrid, New York or Japan. The corporate brand uses the system of waves, the color “strawberry” and the corporate typography, while the destinations are principally depicted using images of the destination and a range of typographies that are clearly suggestive of the origin. For the project, it was extremely important to clearly articulate these two languages, given that 90% of total views of Civitatis websites come from destination urls: These must maintain a more editorial and less corporate style, in keeping with the guides they are.

Concepto creativo

Para dotar de identidad distintiva a la marca en un mercado tan atomizado, en el que es habitual generar creatividades basadas en tan solo una buena imagen de destino y un gran mensaje promocional, se busca generar un sistema visual propio que acompañara y dinamizara cualquier comunicación de la marca.

Se apostó por un concepto simple: cualquier otro servicio de destinos turísticos consigue dirigirte del punto A al punto B sin problemas, dibujando la distancia más corta y simple: una línea recta.

Civitatis conseguirá llevar al usuario igualmente del punto A al punto B, pero obsequiándole con una experiencia única, placentera, completa. Podríamos decir que la trayectoria sería mas parecida a la curva de una sonrisa que a una línea recta.

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