Going 2023
New Horizons For A Beloved Brand
Credits
DesignStudio
Team
Eric Ng
Magali Johnson
Emma Barrett
Andie Wexler
Tyler Eldridge
Mo Hy
Patrick Blake
Olivia Malone
My Role
DesignerProject Information
Founded in 2015, as a newsletter to family and friends, Scott’s Cheap Flights now has a membership of over 2 million people. Having grown to encompass a website, search engine, newsletter and soon-to-launch app, they help members find more value when they travel by approaching booking differently. Today, with a team of over 60, the brand has grown beyond just Scott, and beyond the initial proposition of ‘cheap flights’. As such, DesignStudio was challenged to build on this incredible growth with a new brand strategy, name and visual identity for the next-leg of the brand’s journey.
Strategy
One of the many things that makes Scott’s Cheap Flights so special is the way in which they open up the world for their members. By encouraging a new approach to booking that focuses less on the destination, they broaden one's perspective on how to travel through enticing and unexpected opportunities.
We began our collaboration by speaking with company employees, key stakeholders, and Scott’s members, including longtime followers of the brand. We uncovered a consistent mantra around the idea of ‘invite the unexpected,’ which encourages users to explore new destinations by having the courage to spin the globe and pick a deal somewhere untraveled to them.
Naming
When so much of the travel industry is positioned around price, and the company had grown far beyond the individual name of their founder, Scott’s Cheap Flights needed to create differentiation through an emotive platform to better connect with consumers. The name, Going, instills a sense of curiosity and eagerness that they aim to inspire within all of their members.
Identity System
The design system is based on the intrepid notion of being open-minded enough to spin a globe and spontaneously pick a destination. This translates digitally into interactive and motion principles that allow one to peruse destinations and deals, never knowing what will be next around the corner, discovering something new with every swipe.
Our illustrations, created by Olivia Malone, are a depiction of our community members. We have our illustrations interact with our globe and destinations to signify Going’s role in bridging the gap between dreaming of where to go, and actually booking it.
Where photography is used, we steer clear of bucket list landmarks and overly posed travelers. Instead, we opt for vignettes of smaller moments that tell unexpected and intimate stories. Where we can, we hero user generated content that represents traveler's perspectives from all walks of life.