Amelia is an innovative group travel platform that brings together digital influencers and their fans for immersive travel experiences across the globe. By curating unique, community-driven journeys, Amelia fosters genuine connections and shared adventures, transforming followers into fellow explorers.
To craft Amelia's visual story, I first tackled their foundational brand exercises and then zeroed in on visual themes. Amelia needed a mark and a custom wordmark that would shine in the digital realm for their online influencers, as well as in international print for travel tags and merchandise. To capture their unique brand narrative—where one online influencer leads their followers on global adventures—I began researching and sketching birds known for flying internationally with a single leader.
Next, we focused on crafting Amelia’s wordmark. With a complex logo mark, it was vital to achieve a harmonious balance with the wordmark. For inspiration, Amelia looked to the iconic design of the Empire State Building and the bespoke fonts of Palm Springs hotels. The type needed to be sharp and weighted to complement the crane’s pointed features.
Since "Amelia" is an even-lettered word that starts and ends with the same letter, we explored various treatments for the “A.” Inspired by aviation trailblazers, I designed an Art Deco-style wordmark, with the two “A”s styled to mimic airplane wings. This inward-pointing design allowed the crane to elegantly sit atop the wordmark, creating a unified and striking look.
