Brand Design
UX/UI Design
Copy
Prototype

The design is driven by two main conceptual ideas: the rectangular shapes of the original, technical logo have been rounded. This simple, yet effective change became the starting point for a more approachable design language built around rounded "pill" shapes. Even the Typography features rounded corners in the letter shapes. The color palette is derived from the sophisticated and inviting interior designs of modern hotel lobbies.

Overall, the design evolution successfully evolved the branding from a typical B2B tech platform to a human, customer-centered design, emphasizing the hospitality aspect by providing a light and seamless experience.
The case study is a great example of how the customer experience can shape the web design and the brand overall. The company is offering a end-to-end experience in booking and managing business travel for individuals and groups. While in the past the design focused heavily on the tech platform aspect, the proposed evolution is centering around the customers. After all their hotel experience starts and ends with managing it on the platform.