BÉIS is traveling to a Nueva territory…
My Role: Research, Business Case, Brand Opportunity, Creative Ideation, Design
My Team: Emerald Grippa (Brand Manager), Vivian Tran (Brand Manager)
The ask
Launch a digitally native brand, BÉIS, into a new territory to further its mission of helping people travel and explore.
The problem
People seeking new experiences are hindered by the challenges of trip planning and busy schedules.
The solution
Create a digital travel concierge program and experience hub that makes travel more seamless and stress-free.
Background
BÉIS, an on-the-go lifestyle brand founded in 2018, offers high-quality, functional travel essentials for people with active lifestyles. The brand is rooted in the philosophy that people should not have to choose between aesthetics and functionality. Its mission is to provide ease for people traveling and on the go.
Looking to take its mission of making travel and exploration more accessible to the next level, BÉIS is ready to dive into a new market category.
The situation: Travel is not always Accessible and Convenient
While people desire new travel experiences, the logistics of trip planning and their hectic schedules often impede their aspirations.
Although travel agencies and concierges can alleviate this barrier to travel for people, the current market options are frequently expensive, highly exclusive, and focus solely on international travel.
The Opportunity: Revolutionizing Domestic Travel
BÉIS has a chance to revolutionize the domestic travel industry and consumer journey by creating a membership-only travel concierge program and lounges to curate new experiences for travelers looking to explore the country in a more hassle-free way.
Introducing
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Introducing 〰️
Nueva Travel is a well-traveled best friend that seamlessly pulls together all the travel pieces from beginning to end, easing travelers into new travel experiences.
With a digital concierge and in-person experience hubs, Nueva Travel provides members with an all-inclusive coordinated trip, personalized itinerary, 24/7 assistance, and members-only lounge access.
The Nueva Travel brand guidelines were crafted with the BÉIS in mind. The name pays homage to the brand's Spanish influence. Using earth-tone colors and a minimal sans serif font to stay within the realm of the BÉIS brand while providing a more organic and upscale feel to tie it back to the bespoke service Nueva Travel offers. The photography is all about good vibes and sunny days, bringing a sense of warmth and coziness to the mix.
Digital Concierge
Easing members into new experiences.
The Nueva Travel program offers an all-inclusive trip package that covers everything from flight to transportation to hotel reservations to activities. Like the “planner friend” in the group, Nueva Travel’s website and app provide trip options, travel logistics, and access to Nueva Travel Besties (travel agents).
Plan Your Next Adventure with Personalized Itineraries and Expert Assistance.
NUEVA Travel Website:
Information about the company, pricing, and activities for the various cities.
Access to book consultations and trips.
Experience quiz to provide a personalized sample itinerary.
NUEVA Travel Bestie agents are available to assist customers.
Additional content includes travel tips, recommendations, and testimonials.
One-Stop for Trip Updates, Assistance, and Connection.
NUEVA Travel App:
Travel information, like trip itinerary, bookings, reservations, tickets, and other relevant travel resources.
24/7 assistance from a Nueva Travel Bestie to answer questions, offer recommendations, and send reminders for the trip.
Access to member profiles, Nueva Travel friends, travel memory feed, and reviews.
Trip "wallet" that holds ID, insurance, vaccination, and tickets.
Physical hubs
Bringing locally curated experiences to NUEVA Travel members.
The digital travel concierge membership program provides members exclusive access to experience hubs (lounges) in five different cities. Like a friend who knows all the best places to go in the city, Nueva Travel hubs allow members to get a taste of each city's best-kept secrets by hosting events and activities that are unique to each location.
Experience Hubs Offer Unique and Diverse Activities.
Activities include:
LA: Breathwork and sound meditation
NYC: Food tasting menu with celebrity chef Dan Barber
Dallas: TexMex, margs, & mingle night
ATL: Contemporary artist talk with Tayler Drattlo
Chicago: Jazz night speakeasy & cocktail pairing
Rooms and Amenities Offer Everything You Need and More
The experience hub offers a reception, lounge, recreation room with bar, BÉIS store, salon and spa, workroom, restaurant and cafe, open event space, and outdoor lounge with pool.
Creating a Warm and Inviting Atmosphere Inspired by Nature and Spanish-Moroccan Architecture.
Mood boards for each room demonstrate the visual environment of the experience hub.
The design and aesthetic of each experience hub are unique, but the LA experience hub draws inspiration from natural elements, Spanish and Moroccan-influenced architecture, and light colors.
The warm and natural color palette was achieved through the use of natural wood, rattan, and bronze accents, adding to the overall inviting atmosphere that exudes character and warmth, making visitors feel at home and comfortable.
Membership Collateral
Adding a surprise and delight to welcome members into the program.
A Memorable First Impression for New Members
Members are sent a personalized welcome letter, branded sleeping eye mask, face mask, luggage tag, and experience hub access key once they book their trip with Nueva Travel.