SoulBuffalo isn't your average travel company; they offer transformative experiences designed to confront and inspire today's business leaders. Catering to a discerning clientele of business leaders and sustainability advocates, SoulBuffalo had a unique challenge: articulating its complex value proposition in a way that would resonate with busy executives. I was brought on board to craft a new website that does just that. 

From the get-go, we anchored the SoulBuffalo brand in three core principles: Immerse, Influence, and Impact. The site leans heavily on travel photography to showcase the beautiful locations SoulBuffalo visits and the problems they’re confronting – balancing between inspiration and confrontation. 

Prominent, descriptive headlines and subheads make it easy for busy executives to skim the site and still come away with a clear picture of SoulBuffalo’s value proposition. As for the aesthetic, we chose a light, airy color palette to let the photography shine. To guide visitor interaction, we used a sunflower yellow for all actionable buttons—a hue as inviting as it is hard to miss.

Creative Direction & Design Implementation

Copy Direction & Tag-line

Website

Project Management