Santa Maria Tours - Logo Design & Visual Branding

Ernesto Carrazana

Brand Design

Brand Strategist

Visual Designer

Adobe Illustrator

Adobe InDesign

Adobe Photoshop

Travel & Tourism

Santa Maria Tours - Logo Design & Design and Visual Branding

Created a clean, authentic brand identity from scratch for an eco-conscious travel agency. Focused on warmth, nature, and human connection — with a logo, color system, and guidelines ready to scale.

When I started working with Santa Maria Tours, the vision was clear: create a travel experience that felt intimate, respectful of nature, and deeply connected to local culture.

But the brand lacked a visual identity that reflected that soul.

My task wasn’t just to design a logo. It was to capture the essence of slow, meaningful travel — in one symbol, one color palette, one voice.

🧩 The Challenge: Building Identity from Nothing

The client had a strong mission but no visual foundation. No logo, no colors, no typography — just an idea: “We offer eco-conscious tours that connect people to real Cuba.”

Without a cohesive identity:

It was hard to stand out in a crowded market

Marketing materials felt inconsistent before they even existed

The team couldn’t communicate their value clearly

👉 The risk? Becoming just another tour operator.

The challenge wasn’t aesthetics. It was meaning: how to make a brand feel authentic from day one.

See full project: http://u.pc.cd/1OR

💡 My Role: Visual Branding Designer & Strategic Partner

I stepped in not just as a designer, but as a brand architect — someone who could translate values into visuals.

From scratch, I developed a complete visual system:

✅ Logo Design

Created a custom wordmark with subtle organic curves

Designed an abstract icon inspired by natural paths and human movement

Focused on simplicity, scalability, and emotional warmth

🎨 Brand Identity System

Defined a warm, earthy color palette: terracotta, deep green, sand white

Selected clean, legible typefaces (Inter + Playfair Display) for digital and print

Established clear rules: spacing, hierarchy, dos and don’ts

🖼️ Application Across Touchpoints

Mockups for business cards, brochures, and vehicle signage

Social media templates (Canva) for consistent storytelling

Guidelines for photography style: candid, natural light, people-focused

Every decision reinforced the same message: authenticity over perfection.

A clean, authentic identity for a travel brand rooted in nature and human connection

📈 The Result: A Brand That Feels True

The final identity didn’t try too hard. It simply felt right.

Visitors to their website or social media immediately sensed:

This isn’t mass tourism

This is intentional, human, grounded

The client said: “When I saw the logo, I knew this was different. It looked like it had always been there.”

That’s the power of purposeful design.

🔑 Key Takeaway

This project reminded me that you don’t need complexity to create impact.

Sometimes, the most powerful brands are the quietest ones — the ones that don’t scream “look at me,” but instead whisper:

“you’re home.”

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Posted Oct 3, 2025

Created a clean, authentic brand identity from scratch for an eco-conscious travel agency. Focused on warmth, nature, and human connection.

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