Help a group of young entrepeneurs and sportsmen building a new service: personalized mountain experiences. We've teamed with Allure Alps from the exploration of the user needs all the way to the refinements of digital & physical touchpoints.
Together with the client we started thinking about: is it possible to reshape the tourists’ mountain experiences into something unique?
From Naming To Identity
We listened the different thoughts of the minds of the startup’s founders, interviewing each of them to capture the values of the brand.
“We had lots of professional competencies with a unique touch” (Corrado)
“You’ll do what locals do” (Jean)
“Everytime you’ll see something different of Cervinia” (Andrea)
"Allure" was the primary naming choosen for the new brand cause it merged all the aspects of what an experience could be in a context that just locals could live. The customer is ment to be the primary actor of a special moment followed by a professional team (We call them Genius). At the end of the process we added "Alps" to Allure to enanche the strong bond with the mountain that are surronding Cervinia. The next evolution of the Allure brand could move beyond that particular context.
The concept of the logo is the viewing trough a plane's window during a flight in which you can clearly see the mountains build by an A shape. This is the trill of an experience that will start after landing, the emotions before the adventure. We've also added a strong headline to go straight to the point: "Unique Mountain Experiences"
What we did
Naming, brand experience, brand identity, strategy, information architecture, digital presence
Allure Alps in Numbers
Icon Design: Wayfinding the Experience
A wide portfolio of different experiences it's very hard to scan. We've started designing a layer of simplicity adding an icon system that sprout from the basic shapes of the logo. In collaboration of Massimiliano Mauro, senior data visualisation designer for Wired Italia and visual designer for Condè Nast, we've designed this set that will help people understand the core of the experience guiding them through the informations.
The Process over digital experience
We followed the process of designing the overall structure of the experiences. We've developed a categorization of those experiences into meaningful clusters. Some of those experiences could belong to different categories. Even if you request to build a custom experience you can fit into: "Tailor-made experiences".
Details in the design
Allure wanted to maximize the impact of their new brand identity to stand out against the competitors. But then they realized that being totally unique for its own sake is risky: the challenge was to create a distinctive visual style and tone of voice while at the same time providing simple, intuitive and trustable interactions across all the devices.
All around experience beyond digital
Everything was designed to be consistent and in line with the brand values. We are constantly adding more craft into this brand that currently operates in many fields, from the mountain bike and helicopter experience to a Sky Nomad Winter proposal in which you will be following your Genius through the best slopes of the Alps. We developed a system of business cards, t-shirt, jackets, personalised van, tour operators flyers, a printed catalogue of all experiences. More to follows.