FutureKind
Project
FutureKind
Industry
Education travel, student travel
Client
FutureKind
Services
A new brand and digital platform for purposeful school travel.
Overview
Purposeful Travel for Schools
We built FutureKind’s brand identity, positioning and WordPress website from scratch. It is a new Australian student travel company, and it needed to look credible in a crowded market from day one.
Context
Launching a New Name in Student Travel
FutureKind was started by experienced student travel leaders after World Challenge Australia closed. They knew the industry and saw an opportunity. What they needed was a new Australian travel brand that schools, families and partners would trust from the start.
That meant more than a website. FutureKind needed a brand, a clear position in the market and a site that could build trust quickly. The brief was a polished MVP: enough to introduce the brand, show off trips and destinations and start bringing in enquiries.
[ purposeful travel, crafted web ]
The Shift
Identity and Platform Built from Scratch
There was no existing brand to evolve. We were starting from a blank page in a category schools know well and plenty of operators already occupy.
The brand had to feel credible and experienced from launch, and balance purpose with professionalism so it worked for schools and group organisers as well as parents and students. The site had to hold a growing range of tours, expeditions, destinations and enquiry pathways and still feel calm and easy to navigate.
Two things mattered most: confidence straight away, and room to grow.
Our Approach
Designing Around User Journeys
We planned the structure around how people use the site: a short brand story up front, clear routes into Expeditions and Tours, a way to explore destinations and enquiry prompts that are hard to miss. Those pathways sit front and centre on the live site today: About Us, Expeditions, Tours, Destinations and Get a Quote.
The Work
Brand Identity and Website Deliverables
On the brand side we created the logo, colour palette, typography and visual direction, along with the positioning and messaging FutureKind launched with.
The website launched as a lean MVP on WordPress, built with our Minimly theme and plugin framework so there is plenty of room to add to it later. We shaped the UX around three jobs: finding a program, exploring destinations and making an enquiry.
Impact
FutureKind went to market looking established. For a brand-new company, that credibility is what let it start conversations with schools, partners and stakeholders from day one.
The brand and site were built to be added to. New programs, richer content and new features can go in as FutureKind grows, on the same foundation it launched with.
The site follows the way people plan a school trip, so it is easy to explore experiences, understand what is on offer and take the next step when they are ready to get in touch.