Case study · Roamr
Roamr
Brand development, logo, messaging and a custom website for Roamr, a travel platform that helps people build, share and book curated itineraries.
01 — Context
A new travel platform, built from discovery up
Roamr Travel is a new travel platform that helps people build, share and book curated itineraries. Instead of juggling flights, hotels and a dozen browser tabs, travellers can follow a planned trip from the first flight to the last dinner reservation, or create their own and share it.
Roamr came to us with the idea and nothing else. There was no name treatment, no visual identity, no voice and no website. We partnered with the team from the very beginning on travel brand and website design, starting with discovery and working through brand development, messaging, logo design and a custom-built site.
The audience is broad, from adventurous backpackers to luxury travellers, so the brand had to feel welcoming to both. It needed to say "exploration" without falling into the usual clichés of passport stamps and globe icons, and it needed to work as well on a phone screen as it does on a website.
02 — Identity
A logo that points the way
Our brand identity work began with a simple idea: Roamr is about the path, not just the destination. We set the name in a friendly, lowercase sans serif and turned the top of the first r into an arrow that rises and turns. It reads as a road, a route and a next step, all in one small gesture.
The arrow works on its own, too. For the app icon, it becomes a forking road on a bright green tile, easy to spot on a crowded home screen. A stacked "roamr travel" lockup handles places where the full name is needed, and a single r in a dark square acts as a compact badge on social posts.
03 — Palette
Colours taken from the landscape
The palette draws on forests, valleys and open fields. The primary colours are Peacock, a bright mint green; Cambridge, a deep forest green; Chartreuse, an olive gold; and Tawny, a warm cream. Secondary shades like Jade, Brunswick and Maple Leaf add depth, and tertiary tones like Slate, Buckskin and Cadet give the system quiet neutrals for backgrounds.
Green leads everywhere, which gives Roamr a calm, natural feel that sets it apart from the bright blues common in travel booking. We paired it with an elegant serif for headlines, with italic accents on key words, and a clean sans serif for interface text.
The identity extends into print as well. Branded binders, letterhead and tabbed dividers in Cambridge green carry the wordmark at large scale, so trip proposals and partner documents feel as considered as the website.
Less time planning, more time experiencing.
04 — Website
A travel website designed around the itinerary
For the website design, we put the product first. The homepage opens with a serif headline, "More than just a destination," and a search bar that asks what you want to do, with check-in and check-out dates. Below it, a scrolling row of trip cards shows real itineraries like Cambodia, Parisian Summer and Paradise in Tuscany, each with a price, the number of days and a heart to save it.
A Discover your next adventure section explains the platform in three points: Explore Unique Destinations, Personalized Itineraries and Seamless Planning. Then the page shows how it actually works. Under the heading "Curated, every step of the way," a phone-style timeline walks through a sample trip to Seattle, from the flight to hotel check-in, next to photography and a short story about arriving in the city.
That itinerary preview is the most important part of the page. It shows visitors exactly what Roamr gives them before they sign up, which is the same thinking behind storytelling through web design.
05 — Social
Ready to share from day one
Sharing trips is part of Roamr's product, so the brand had to be shareable too. We designed a set of social media templates for Instagram: travel quote posts in serif type on Cambridge and Chartreuse backgrounds, and #featurefriday posts that spotlight destinations like Angkor Wat, Tuscany and the Eiffel Tower with a vertical hashtag and the r badge.
With a complete identity, a clear voice and a custom site, Roamr can launch with one consistent look across its website, app icon, print and social channels. It is the kind of ground-up work we love doing for startups and emerging brands. For another travel project, see our website for Transcend Tour.
What we delivered
Everything Roamr needed to launch, from discovery to a custom website.
