Brand Strategy and Visual Identity for Gustav’s Europe & Beyond

Swedish travel agency Gustav’s Europa was set to expand into the American market under the name Gustav’s Europe & Beyond. The goal was to attract American travelers with a passion for European culture and history.

To build a solid strategic foundation, I conducted extensive audience and trend analyses using both qualitative and quantitative methods.

I used Google Trends and data from the U.S. Census Bureau to map areas of interest, education levels, and income as indicators of cultural capital and purchasing power. The analysis was complemented by competitive benchmarking and global trend reports to identify behavioral patterns and emerging travel trends.

The work resulted in a brand strategy and visual identity positioning Gustav’s Europe & Beyond within the luxury segment of European cultural travel. A boutique travel agency focused on depth and connection.