Below is a detailed case study that walks through the brand creation process — from defining the problem and ideation, all the way to the design phases.

To start the project, I constructed a mind map to help me understand which direction to take. The main goal was to create something that would align with my hobbies. Although travelling and photography were crucial, I needed to define more details to make the project substantial.

I developed a project plan using the drafted keywords, identifying the target audience and purpose. The complete picture began to crystallize at this stage, and I decided to create a platform for sharing photography experiences.

This robust site is designed to facilitate easy searching for tours worldwide. It features user-friendly navigation, detailed daily descriptions of routes, and a transparent payment system, making it an excellent example of a travel planning service.

This platform offers everything a traveler could need, except for convenient flight bookings. While it primarily serves a business purpose, it doesn’t prioritise the development of a sense of community.

This site has gained worldwide recognition as a go-to resource for recommendations, featuring an extensive database of reviews on unique cultural sites, countries, restaurants, and pubs. Its contributors have helped make it an invaluable tool for travel preparation.

While there are limited options to “buy a tour”, numerous resources are available with tips and guidance for organising a trip independently.

Airbnb Experiences places the community at the forefront. On this platform, contributors provide guided services based on their experiences, primarily catering to travellers who use Airbnb for their accommodations.

There is a limited selection of photo tours available from professional photographers. However, the current offers cater primarily to a general tourist audience, with photography being a secondary focus.

Initially, the idea for the brand name had to be connected with photography and travel. Therefore I’ve devised several options and checked each with a few of my friends. As people who were not involved in the process, they provided valuable feedback on each of the titles. But, most importantly, I could gauge their feelings and reactions towards each one.

Exposure Expeditions

The brand name idea generally highlights the concept of discovering new photographic possibilities. However, it perceives as dull and unappealing to younger audiences. In addition, the name evokes a sense of travel with a heavy backpack rather than a light camera.

Shutter Trek

Mountains and hiking also inspire this one.

Focus Ventures

The name is simple and adventurous, which aligns well with the concept. However, it perceives as outdated or old-fashioned.

Snap Journeys

This idea was the second strong choice for the brand name. It’s modern and light, and it is also easy to pronounce.

Wandershot

The concept conveys wandering and photography, has a catchy ring, and feels modern and not sophisticated. A fancy domain name for this title is free and can be purchased for an attractive price.

Discover the World through Photography with Experienced Photographers and Affordable Travel Opportunities

Brand promise offers unique and affordable travel opportunities for photography enthusiasts who want to explore new destinations and improve their skills. 

We are committed to providing authentic and meaningful experiences prioritising social responsibility and sustainability. 

With the guidance of our experienced photographers, we promise to inspire and empower our customers to capture their unique perspectives of the world through photography.

The brand’s tagline inspires individuals to travel to different parts of the world and capture unique moments through photography. It implies a sense of adventure and exploration, suggesting a vast and diverse world waiting to be discovered. 

The tagline also emphasizes the importance of living in the present moment and cherishing the memories that photography can capture. It invites people to experience new cultures, meet new people, and create lasting memories they can treasure for years.

Explore the World, Capture the Moment

Creativity

As a company that empowers young photographers, Wandershot values creativity and encourages its community members to explore their artistic side.

Community

Wandershot values the sense of belonging and connection among its community members who share the same passion for photography and travel.

Learning by doing

Wandershot believes in the power of constant learning and aims to provide affordable opportunities for young photographers to learn and develop their skills.

Diversity

Wandershot believes that borders should not limit creativity and values diversity and inclusivity in its community.

Professionalism

Wandershot aims to provide a high-quality service by partnering with professional photographers and delivering a seamless travel experience for its customers.

Wondershot user is a creative and observant person who loves photography and travelling. We capture memories and discover new countries, but we are also willing to walk all night in the mountains to photograph the dawn. We will freeze above the Arctic Circle, waiting for the northern lights to turn up because we are willing to bestow maximum effort for a unique moment. 

We are interested in learning photography. However, sometimes we are on a tight budget and looking for affordable travel opportunities. 

They are also a successful photographer who knows beginners’ difficulties and challenges. As members of a community of people with the same passion for photography and travel, we share our expertise because we believe that learning by doing is the only effective way to improve our work.

Creativity

We are friendly, knowledgeable, and helpful. We convey a sense of excitement and passion for travel and photography while also being approachable and down-to-earth. The brand’s voice inspires and encourages customers to explore the world and improve their photography skills while providing necessary guidance and resources. 

We are inspiring and empowering. We motivate young photographers to explore the world and learn the craft of photography.

Authentic and relatable. We use language and tone that resonates with our community’s interests and values.

Knowledgeable and professional. We convey a knowledgeable and professional voice reflecting the company’s photography and travel expertise.

Tone

We are informative yet conversational. We are professional but also friendly and relatable. The tone conveys a sense of expertise and authority in travel and photography while being approachable and welcoming. The brand’s inclusive and supportive style strives to make all customers feel valued and empowered.

Enthusiastic and passionate. We convey the excitement and joy of travel and photography.

Friendly and approachable. We encourage conversation and connection among our community members.

Clear and concise. We provide helpful information and guidance without overwhelming the audience.

Wandershot’s target audience is a broad youth demographic and a digitally-savvy professional community. In this regard, the promotional product (i.e., Wandershot’s travel services) takes place mainly with the help of Internet advertising.

Channels include:

• Google contextual advertising
• Affiliate advertising and integrations
• Opinion leaders
• Referral programs
• Advertising on social networks

Cooperation with big brands such as Airbnb, EasyJet, Ryanair, and local travel companies and photography communities.

Wandershot brings together individuals who share a love for both photography and travel. A proven communication strategy is to highlight common interests with a compelling call to action and to foster community growth.

A powerful campaign slogan that embodies this approach is “We also like…”. This slogan showcases the brand’s commitment to community and can be effectively promoted across various online platforms like Instagram, Facebook, Google Ads, etc.

Merchandise helps to create a sense of community around a brand. And the community itself is the core of Wandershot. Customers can signal their loyalty and support for a particular brand by wearing or using branded merchandise. All these create a sense of belonging and help create a stronger relationship between the brand and its customers.