Brown Boy Travels Landing Page Redesign

Challenge: The original version of Brown Boy Travels lacked personality and emotional resonance. It felt more like a generic travel blog rather than a deeply personal brand.

While the content had value, it wasn’t structured to tell a compelling story or guide users toward clear actions.

The visual design also didn’t reflect the unique voice and background of the creator, Usman.

Strategy & Approach: We took a step back and reframed the entire site around Usman's personal journey as a solo brown traveler. Instead of simply showcasing destinations, the redesign focused on narrative-driven UX — bringing in his voice, challenges, culture, and perspective to create emotional connection. Here’s what we improved:

Narrative structure: Introduced storytelling elements across the homepage and about sections to highlight Usman’s background and purpose.

Stronger CTAs: Clear, actionable prompts were added to drive engagement — from joining the mailing list to purchasing travel guides.

Immersive visuals: High-quality, immersive imagery was used to reflect the vibrancy of travel while staying true to Usman’s personality and cultural lens.

Consistent branding: A cohesive visual language, typography, and color palette gave the site a clearer identity and professional polish.

50% increase in PPC conversion rate, thanks to stronger emotional messaging and focused landing experiences.

Improved user engagement, with visitors spending more time exploring the blog and travel resources.

Clearer brand identity, helping Usman build trust with his audience and differentiate himself in a saturated travel space.

Conclusion: This redesign transformed BrownBoyTravels.shop from a simple travel journal into a meaningful, purpose-driven brand. By aligning the UX and content with Usman’s voice, we not only improved metrics — we gave the site the authenticity it needed to resonate with the right audience.