Here at Popdot, our clients come to us with a multitude of requests, needs and wants. We love this. It means that every project — and indeed every day — is a new challenge and we are always kept on our toes! On some occasions, our clients come to us asking for help, whether this be to boost their brand due to their own lack of experience and knowledge, or because they've just come off the back of a bad experience with another designer who may not have produced something they're happy with. Our case studies take you through the journey of then and now — how we have helped our clients achieve something they're ultimately proud of that has enabled them to grow their business further.
Welcome Walking Tours: branding
The original logo
After meeting Gino at Fishburners, he approached Popdot with two problems. Firstly, he had been liaising with a designer who had put together 3 initial logo designs for him, but who had since gone awol and wasn't responding to any emails or calls. He was relatively happy with one of the logo designs but with no correspondence possible with his current designer, he had no way of tweaking the design and getting a final logo completed.
Gino really liked the fluidity of the original design, achieved by the dotted curved lines that represented the walking paths leading from the beginning to the end of his tours. He also liked the simplicity of the design and the inclusion of the Opera House — one of the most iconic landmarks in the city, and indeed Australia — and was interested to see how a few other landmarks alongside the Opera House could work. He was keen to see the design taken out of the constraints of a box and include the text underneath the illustration as opposed to within it. He also felt the tone of blue was too light and washed out and wanted to see a much richer, vibrant blue used.
How we used our Popdot magic
We listened and produced exactly what he was after. Rather than keeping the design restrained within a box, we achieved extra movement and fluidity by wrapping the design within a circle, again representing his walks with the dotted and solid lines. The dotted line represents the idea of the tourists exploring the city with the solid line representing the Walking Tours and the unity achieved by bringing people together to explore the brilliant city. The simple wavy lines representing the sea compliment the style of the design well and the landmarks are dynamic and balance one another well to achieve a striking logo that stands out amongst its competitors.
Gino was really happy with this revised logo and said it was exactly what he was looking for. He was excited for it to feature across all his marketing collateral and felt that it really resonated a professional brand that appealed to a wide audience.
Welcome Walking Tours: marketing
The original designs
When first starting out, Gino himself produced this poster and flyer to help gain more exposure and attract tourists. With minimal design skills and not enough time on his hands to develop his marketing collateral, Gino asked us to create a double-sided DL flyer for Welcome Walking Tours that was a lot more professional and would help to enhance his brand further.
One of the main problems with his current marketing collateral was there was no consistency with fonts or hierarchy. Too many fonts can cause a design to lack direction and can be visually overwhelming. With a multitude of font sizes too, it causes readers to not be sure of what order to read the information so it can be confusing and uninviting. In addition, the blue background was too dominant and although vibrant, it detracted the eye away from the importance of the written content.
How we used our Popdot magic
We stripped back the designs completely. We felt it was important to keep the new flyer clean and simple to ensure all content was fully legible and inviting. For all headings and calls to action, we used the same font we'd used for the logo which helped to create a strong and recognisable visual brand. We then complimented this with a clean sans serif font that we used for all of the body copy. Using just two fonts really helped to create a streamlined and cohesive design. We kept the use of blue in the design but toned it down a little to create a richer, deeper blue that wasn't as harsh. We also chose to use it more sparingly, using it for box-outs, headings and call to actions instead of as the main background colour. Using white as the predominant background colour helped to keep the design clean and modern. Sections of text were kept bite-size, as to not overwhelm the reader and ensure all important information was as clear as possible. A combination of testimonials, high-resolution photographs from past tours, illustrations & icons and box-outs really helped to achieve an exciting and inviting final product that enticed passers-by to pick up.
The latest update
Since working with Popdot on these branding and marketing projects, Gino has reported back saying that he has noticed increased participation in his tours. Without a visual presence previously, Gino had been worried about how best to grow his business and how to advertise in hotels and hostels, and was concerned that no one would pay attention to him, particularly with similar businesses he had to compete with. With a streamlined and professional brand and marketing collateral to match, he is now 100% more confident in his ability to grow Welcome Walking Tours and has seen a difference in how people perceive the business. He is excited about growing the presence of his business further and working with Popdot on more projects throughout 2018.