Astray is an experiential travel company that offers unique trips that span all over the world. Their team of explorers seek to inspire you to step off the beaten path, to embrace the unexpected and immerse yourself in the extraordinary. Their trips embrace authentic accommodation and local transportation to bring you face-to-face with the world's most fascinating cultures, customs and awe-inspiring wildlife.
When traveling abroad, I think the most important aspects are the interactions and connections you have with the people you meet and the places you go. Throughout the design process, I incorporated various elements that incorporate interaction, either amongst the design or asking it from the viewer, and connections and how they bring a sense of curiousity and discovery to the design aesthetic.
I found a visual way of communicating the idea of interactions and connections is through topography lines. The most simplistic way of visualizing a journey is a line. I designed a topographic texture that is used throughout different designs and in other pieces there are thematic black strokes near the typography.
The identity of Astray was designed to have a bold, distinctive voice that embodies reliability, luxury and adventure. I chose to design the logotype based off of a traditional, didone serif typeface name Lust. I altered some of the serifs to accentuate the curves which brings an unexpectedness to the logotype such as you would find in an adventure abroad. I also altered the "A" to incorporate a curvilinear element which gives some momentum to the word and also interacts/connects with the rest of the letter "A" (going back to my concept of interactions and connections like you have when you are traveling abroad). As a secondary mark, the seal is reflective of a travel stamp. When appropriate, I actually applied this mark onto designs via a rubber stamp to add an authentic, personal touch.
These are some promotional items for Astray. I designed luggage tags, t-shirt, linen garment bag, and a full-year calendar where you discover a new trip each month by lifting up the white piece of paper.
This is a magazine ad designed to have an interactive element for the reader which brings about the feeling of discovery/curiosity. This ad would belong inside travel magazines, such as AFAR and National Geographic's TRAVELLER.
Astray's brochures were designed to incorporate a sense of discovery and luxury. The brochures are categorized by Region, Season, and Trip Style. It opens up to reveal information about the company and what to expect when you travel with them. There is a pocket inside which holds the trips being showcased in the brochure; each trip has its own card that is reminiscent of a postcard. The information about the trip is on one side while the back of the card has a full-bleed image from that specific trip.
This publication goes out bi-monthly to Astray clients and potential travelers. The content includes the introduction of new trips and travel stories taken from their blog where travelers share amazing experiences. GONE ASTRAY also includes the best photos taken by Astray travelers that have been posted on the blog. There is a vellum label on the front on the cover, containing the issue number and the content. There is also a stamp of the logomark applied in the top right corner.
Before departing on your trip with Astray, travelers are sent a book about their trip that contains the day-to-day itinerary and can also be used as a travel journal.