True North Journeys Brand Identity Development

True North Journeys is a Canadian travel + tourism agency created to inspire travelers with authentic experiences across cities, culture, and nature. They wanted more than a logo — they needed a full brand identity system, campaigns, and storytelling that could position them as a trusted leader in modern tourism.

The challenge was to transform an ordinary travel agency concept into a strong, memorable brand. The industry is crowded with generic visuals and repeated promises. True North Journeys needed to stand out with a clear voice, a visual system that builds trust, and campaigns that emotionally connect with travelers.

The design journey began with broad brainstorming and visual exploration. I sketched dozens of directions—mountains, waves, compasses, paths, Canadian icons, and letterforms—capturing the many layers of what True North Journeys represents: exploration, culture, and nature.

From this wide exploration, I focused on merging the initials TNJ into a single, simple, and recognizable form. I experimented with geometric “N” shapes, horizon lines, and abstract wings, constantly testing how the letters could hold both functional clarity and symbolic meaning.

The breakthrough came with the idea of wings—a direct connection to Canadian geese, a universal symbol of travel, migration, and freedom. By shaping the initials into wing-like forms, the logo became more than a mark: it became a story. A story of movement, guidance, and journeys taken together.

Once the core symbol was established, I refined it for scalability and flexibility. I ensured the design worked seamlessly across all touchpoints: billboards, posters, digital ads, social platforms, and even wearable tech like smartwatches. Alongside the logo, I built a full identity system—typography, colors, and campaign templates—that allowed True North Journeys to not just market destinations, but to inspire stories and emotions at every interaction.

As a brand designer I led the entire brand creation for True North Journeys—from designing the identity system to copywriting, campaign concepts, and photography direction. Nunito Sans serves as the primary typeface, echoing the approachable curves of the logo mark inspired by wings and mountains, while Source Sans Variable provides clarity and adaptability across print and digital. The Dearly lettermark adds expressive character, tying emotion and storytelling into the system. Together, this trio balances clarity, consistency, and distinction—delivering a full brand identity that feels professional, human, and memorable.

As a brand designer, I developed a complete brand identity with strategy at its core. From logo systems, typography hierarchy, and cohesive color palettes to campaign visuals, layouts, and storytelling, every element was designed to deliver consistency and impact. The campaigns blended adventure and trust — showing not just where you can go, but why True North Journeys is the guide you choose.

A Brand That Travels Further True North Journeys now carries a bold and professional identity that reflects the excitement of travel and tourism. The brand feels modern, trustworthy, and inspiring — instantly recognizable to travelers seeking authentic experiences.

A Seamless Journey Across Touchpoints From billboards and street posters to Instagram grids and booking platforms, the new design system creates a consistent and engaging presence. Every element works together to guide travelers with clarity, showing that True North Journeys is more than a service — it’s an experience.

Stories That Move People The campaigns go beyond selling trips. They invite travelers into stories of culture, landscapes, and adventure, creating emotional connections that last long after the journey ends. True North Journeys is now positioned as a travel and tourism agency that inspires, connects, and leads people to unforgettable moments.

Here, the goal was to redefine Canada as the adrenaline hub of the world. Instead of cliché landscapes, the imagery focuses on the action — ice climbing, surfing, biking — showing Canada’s raw, untamed side.

Concept: The tagline “Your adrenaline has a new address” reframes Canada as the home of extreme adventure. Simple, bold, and personal — it gives adventure-seekers a destination with identity.

Impact: The campaign sparks curiosity and urgency, turning True North Journeys into the go-to agency for adrenaline-driven travel.

Most travel ads stop at showing destinations. But today’s travelers want more — they want meaning. This campaign repositions the city not just as a backdrop but as a living story you can step into.

Concept: The line “Don’t Just Visit a City — Live Its Stories” speaks directly to the traveler’s deeper desire for cultural immersion.

Impact: It transforms True North Journeys into more than a booking service. It’s a storyteller, helping travelers live narratives rather than check off tourist spots.