S· Travel Brand Design

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SPRING 2022 DESIGNER｜ LAYCIE LI

CONCEPT DEVELOPMENT

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5 Initial concepts Brainstorming Narrowing Topic

CONTENTS 4

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DELIVERABLES

BRAND DEVELOPMENT

BRAND RESEARCH

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Brand framework Competitor Stakeholders Background overall SWOTS

Mood Board Initial naming Logo development Poster development

Safety Course Location sharing App Hotel Service

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CONCEPT DEVELOPMENT

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5 INITIAL CONCEPTS Blood on the pavement As traffic and roads spread across the world, scientists hope a new global study of roadkill could help alert people to where species are most threatened by collisions.The results showed that roadkill posed a problem for populations of 83 species considered at risk by the International Union for Conservation of Nature.

Mosquitos are more common in poorly kept-up neighborhoods Researchers find that poorly maintained neighborhoods in cities tend to have more of the mosquito Aedes aegypti, the carrier of the yellow fever virus. This is a vector-borne disease risk for these communities that needs further investigation.

Missouri hotel worker allegedly copied room key, attempted to rape gues Surveillance video from inside the hotel showed Clardy made the key and then got onto an elevator before using the duplicate to open the victim’s door, according to the complaint.

Lina Sardar Khil: $170K reward offered for missing 3-yearold Texas girl The Muslim community in San Antonio has contributed most of the reward money since the girl disappeared from the playground of her San Antonio apartment complex in December. “We will continue to diligently comb through leads in hopes of locating Lina and reuniting her with her family,” said the department.

Winter storm causes 100-car pileup, shutdown on Illinois interstate A 30-mile stretch of an Illinois highway remains shut down Friday, one day after over 100 cars were involved in multiple crashes amid a powerful winter storm.Interstate 39, which runs from Illinois to Wisconsin, remains closed in both directions between Normal and Minonk, Illinois, due to the slew of crashes, the Illinois Department of Transportation said early Friday morning.

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BRAINSTORMING Brainstorming walls are a great way to help explore concepts. I chose the words "Private" "Public" "Mind" and "Body" based on the concept of female travel safety. ", then I used two groups of words to explore and organize the dangerous situations and reactions that exist in women's travel. The use of sketches and sticky notes allowed me to think about the topic efficiently and document it.

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NARROWING TOPIC

1. SITUATIONAL AWARENESS Situational awareness is critical in the safety of women traveling, and if you are proactively aware of and thinking about your surroundings, you will notice that the situation is developing, not after or during. Sensitive perception of some potential risk factors can be effective in avoiding danger.

2. CONFLICT DE-ESCALATION Consider the individual, the situation, and the overall environmental context of the situation when danger comes and when responding to escalating behavior. Danger de-escalation is a technique that can be used when faced with violent or aggressive behavior. De-escalation means shifting your calm demeanor to the individual, judging and dealing with the situation accord-ingly to de-escalate it and prevent further escalation.

3. SELF DEFENSE Self-defense is the use of force in response to a direct threat of violence. This defense can be armed with selfdefense tools or unarmed. Some women are at a disadvantage in terms of strength and size, but having some effective self-defense techniques and using self-defense tools in advance can prevent injury.

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BRAND RESEARCH

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BRAND FRAMEWORK Category: Service Location: San Francisco Scope: International

Purpose: Many women face a number of potential dangers when traveling alone and are thus concerned. There are potential dangers in terms of travel tools, travel time, unfamiliar cities, and places to stay. Our organization aims to help female travelers prevent potential dangers.

General Information: Knowledge teaches about the development of awareness of potential dangers in women's travel. Situational awareness is critical to women's travel safety, and if you are actively aware of and thinking about the situation around you, you will notice how the situation develops, not after or during.

Being sensitive to a number of potential risk factors can be effective in avoiding danger.

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PERSONAS

Rachel Liu/ Manager She is often sent on business trips to other states and cities by her company, and she spends a lot of time on travel security. She usually travels at least one to two weeks per quarter.Traveling frequently makes her anxious about being separated from her family, and she prefers renting a car to taking public transporta-tion when she travels for business because she thinks it is safer.

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Tina Bush/ Student She plans to use her vacation to start her own world travel after she graduates from her job, and she is tr ying to convince her friends to join her travel plans because she is worried about the safety of traveling alone. She has consulted materials to make a guide about traveling, and her main concern is the safety of her accommodation.

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Julie Li/ Travel Blogger She is a travel blogger and photographer. She has traveled to more than 50 countries and made friends from many different countries. Her online travel channel has over 5 million followers.She has been mugged and injured while traveling,and she publishes articles on travel safety precautions.

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STAKEHOLDERS

Self-defense instructors Self-defense instructors teach not only self-defense in the event of danger during a woman's trip, but also help women avoid and reduce the likelihood of danger before it occurs in terms of safety awareness.

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Women's Safety Association We focus on women's travel safety issues and provide services and assistance accordingly. This is closely linked to women's safety and contributes to women's safety from specific travel part, possibly with the help of relevant official organizations.

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Travel Agency Travel agencies can help travelers plan their trips and help women prepare for their trips, as well as provide safety services relative to sightseeing, exploration, and travel to help women during their trips.

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COMPETITOR

Women Traveling Togetherwas founded in 1997 by a 40-year-old business woman who desperately wanted to see more of the world, but didn’t want to go alone or travel as a single.Debra Asberry spent seven months interviewing women in order to design a travel company that catered to the needs of women traveling unaccompanied.

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As the largest women’s travel company in the world, we’ve spent the last 30 years creating safe, empowering, and exhilarating ways for women to escape the ordinary and explore the world. It’s wild (wink) to think that we started as an all-women canoe tripping company in Canada in 1991 and today you can find us in over 30 countries across every continent.

Our team members have intimate knowledge about our trips and can help you to choose the one that is the best fit for you.We are there with you endto-end, even while you explore the most remote parts of the planet.

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BACKGROUND OVERALL

Many women face a number of potential dangers when traveling alone and are thus concerned. There are potential dangers in terms of travel tools, travel time, unfamiliar cities, and places to stay. Having the knowledge and awareness to determine the relevant potential dangers can help women prevent them.

Knowledge teaches about the development of awareness of potential dangers in women's travel. Situational awareness is critical to women's travel safety, and if you are actively aware of and thinking about the situation around you, you will notice how the situation develops, not after or during.

Being sensitive to a number of potential risk factors can be effective in avoiding danger.

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SWOTS Strengths The organization cares about women's travel safety and provides assistance and services to women's groups. Through the development of safety awareness to help women avoid some of the dangers that may occur during the trip, and get a pleasant and safe trip.

Weaknesses The help and services provided by the organization may become less relevant as women travel to destinations that differ with respect to country and cultural differences.

Opportunities Women have a high rate of travel safety concerns, and organizations will help women prepare for safe travel, which can improve women's self-confidence and reduce the number of victims in society, as well as reduce the rate of related concerns and promote the travel industry.

Threats There are many well-established women's protection organizations operating

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BRAND DEVELOPMENT

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MOOD BOARD

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Tone S Travel is an organization that helps women, and the purpose of the organization is to help women protect themselves and become more elegant and confident while traveling, and to show our friendly feelings when the organization offers help,so I chose a combination of photos and illustrations to show this feeling.

Elegant Women's travel safety does not mean that women have to become overly vigilant and unsettled and panicky while traveling, it is the purpose of our organization to enable women to enjoy their travels with elegance.

Confidence Confidence is very important to women, confident aura can help women avoid some human factors of the risk of victimization, maintain self-confidence is also we promote the tips of women in travel.

Friendly Our organization wants to help women as much as possible in travel safety and wants to provide services, so we want the brand to convey a sense of friendliness.

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COLOR

PANTONE 137C PANTONE 1665C

PANTONE 11-0202

PANTONE 1665C Red orange is a cross between the two hues. More red than orange, it is bright and exciting and associated with physical energy. It is playful, energetic, and engaging. Red orange can also symbolize health and vitality.

PANTONE 137C The meaning of the color yellow can be warmth, cheerfulness, increased mental activity, increased muscle energy. The color yellow helps encourage communication, build confidence, and stimulate the nervous system.

PANTONE 11-0202 Beige is dependable, conservative, and flexible. The color beige is neutral, calm, and relaxing. The color beige offers some of the warmth of the color brown and the some of the crisp and coolness of the color white.

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TYPEFACE

Tangerine Regular This font is a mix of vintage serif & sans-serif. The 1970’s are a landmark period in design history, especially when it came to typography. Tangerine has that 70’s good vibes feel.

Source Sans Pro Regular / Semibold / Bold Source Sans Pro is a sans serif typeface created by Paul D. Hunt, released by Adobe in 2012. It is the first open-source font family from Adobe, distributed under the SIL Open Font License.

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INITIAL NAMING Trawoo (Travel woman)

S · Travel (Safe Travel) SFGO (SafeGO/SanFrancisco Go) Founder: Laycie Travel / Laycie Security / Li Companionship Descriptive: Situational Awareness / Self-defense / Protect yourself Fabricated: Identify / Be aware / Be alert Metaphor: Danger Perception / Self Protection / Female Power Acronym: Hassle-free travel (HF.T) / Safety for you and me (S.U&I) / Stay Safe (S.S) Magic spell: Trawooo-travel woman/ WOW-Woman for Woman Combinations: TravelSay(Travel safe) / SafeGo

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LOGO DEVELOPMENT INITIAL LOGOS

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FINAL LOGO

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POSTER DEVELOPMENT INITIAL POSTER

REFINEMENTS

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FINAL POSTER

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BRAND DELIVERABLES DEVELOPMENT

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SITUATIONAL AWARENESS COURSE

The course teaches female travelers

how to perceive dangerous situations in

different scenarios and situations during travel, and the corresponding behaviors and treatments that should be taken to help women avoid danger.

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Introductory Brochure The introductory brochure that travellers can get at the information desk, and the brochure presents the outline of the course and information about our organization.

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Information Desk

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Introductory Brochure

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Space layout

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Training Room The teacher teaches the students some

safety tips in the training room according to the course instruction cards.

FEELING BLESSED

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Instruction Cards On these waterproof and compact in-

formation cards, you will find a summary of the most important modules of the

Safe Travel Course. You can carry these cards with you on your mission and use them as a quick reminder in case the need arises.

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Communication Area The communication area is a place where female

travellers can share their travel experiences and find people to travel with.

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Inspirational poster

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LOCATION SHARING APP

This is a security location alarm application for female users, such as when driving, walking and taking public

transportation, convenient for friends to get their latest location updates instantly, more support for one-touch

alarm call and real-time voice chat, to help users travel safely alone in the trip.

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Traveler

Traveler's sharer

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2. On the connection page, the friend can check the traveler's real-time location, and both users can use the chat button to voice chat.

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1. When the traveler shares her location with their friends in the app, the friend's phone will receive an alert and the friend can swipe to connect to the traveler.

3. When the traveler is in danger and needs help, she can tap the SOS button and the friend's phone will receive the SOS message. Then the friend can use the location in the app to contact the police for help.

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HOTEL SECURITY SERVICES

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Hotel reservations and security assessment

In a dynamic and constantly changing security environment, it has become increasingly important to select hotels based not solely on amenities or location, but also on safety. Selecting safe accommodation is part of our organization‘s duty of Care to female travelers, who, when travelling will necessarily spend a significant portion of their time in hotels.

Our organization collaborates with hotels on travel safety risk management assessments. We combine expertise in the verification of hotel’s safety and security operation. Female travelers can book and view hotel security information and services on the website.

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Home Page

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Safety Selection Users can filter the hotels they need by selecting security-related facilities and service requirements on the webpage.

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Gift Box travelers who book hotels through our website can receive a gift box prepared by us, including a door lock and an alarm.

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