Sector :  Travel

A clear target audience segmentation strategy needed to be developed to position the brand in the market better. There was also an opportunity to define brand values, personality traits, and an overall brand blueprint.


The User Experience (UX) and User Interface (UI) of the website needed enhancements to engage users and keep them on the site for extended periods. Furthermore, the website lacked extra features and essential information related to its niche, which required improvement.


The initial brand name, “VizaGuru,” couldn’t be trademarked, despite owning the corresponding domain. This situation prompted a reconsideration of the brand’s name, aligning it with the newly designed logo.


The brand had yet to establish a presence on any social media platform. This task involved building a strong online presence through research, strategy development, and design work. The overall brand design had to be adapted to effectively convey the brand’s message on digital marketing channels.


Certainly, VizaGuru evolved into Vizapedia, and you’ll discover the reasons for this transition in the trademarking and brand naming phase of the case study ahead. This project initially commenced with the client’s request for an identity design. Our first step was to establish an identity with a distinct personality. To achieve this, we embarked on a thorough exploration. We delved into researching, our brand name which had an abundance of characters, and also considered the future versatility of the logo. Our analysis led us to the conclusion that the logo should be an icon type to enable its future use as an application favicon.

Thus began our quest for a simple, memorable, and distinctive emblem. We meticulously examined various visuals associated with Visa, generating a multitude of possibilities. The final emblem takes the shape of a customized, flat 2D vector representation of a stamp tool in a frontal view, symbolizing the act of obtaining a stamp on a passport, which is central to the concept of a visa. This brand identity’s colour draws inspiration from the deep blue ink of a stamp, symbolizing trust, which is essential for Vizapedia as it provides accurate and comprehensive visa information to its users, Along with the grays as a secondary colour. For the wordmark, we selected Metropolis for the wordmark and headings, a minimalist sans-serif typeface from the new millennium, known for its optimal readability and Open sans for the tagline and paragraph text a humanist sans serif typeface for It’s incredible readability in small sizes.

Additionally, the vibrant use of Yellow to Yellowish orange in the photography of models represents the company’s target audience, evoking feelings of adventure, happiness, and positivity, to establish the emotional tone of the brand, more in the photography we chose vast landscapes with few people. This makes the images inviting and peaceful. “Immense scale” means grand scenes like nature’s beauty or impressive architecture. “Less people” reduces distractions, helping viewers connect with the location. This creates a calm and welcoming vibe, allowing viewers to escape and dream about visiting these beautiful places.

The brand’s tone of voice primarily revolves around being youthful and trustworthy. This is reflected in the use of interjections and modern slang for exclamatory sentences, such as “hurray,” “enjoy,” “oops,” and “Stay tuned” in communication. The youthful tone exudes energy and a sense of adventure. On the other hand, when conveying official visa-related information, a sincere, concise, and bit of a infographic template style is used, establishing a trustworthy and reliable tone.


Enhancements were required for the User Experience (UX) and User Interface (UI) of the website to effectively engage users and encourage prolonged site visits. Our initial steps included defining the brand’s core, which encompassed the vision, mission, core values, personality, brand archetype, and establishing brand positioning through thoghrour research of the market scope. These foundational aspects were carefully shaped through intensive workshops with the client and interviews with prospective service users. Empathy mapping of users was carried out through interviews and diverse survey methods, unveiling their needs, motivations, frustrations, concerns, and goals. This insightful understanding enabled us to derive a range of features, ultimately providing he service with a distinctive competitive edge. Considering all this aspects we built the brand guidelines and also developed an effective pitch deck for the brand.


Following the formulation of our brand strategy, we proceeded to construct the fundamental wireframes, user flow, and information architecture for the web app. Throughout this process, we remained cognizant of our brand’s core elements. In crafting the UI design, we aimed to impart a youthful and trustworthy look and feel, creating an engaging interaction with users.When presenting information, our approach was to avoid overwhelming users with unnecessary data. Instead, we focused on delivering information in a direct, clear, and organized manner. This involved using methods such as bullet points, tables, and checkboxes, and offering sample documents and downloadable templates for documents like travel history to facilitate user comprehension.

We also incorporated supplementary information, including details on frequently visited countries, popular multicountry visas, recommended destinations for different seasons, special offers, upcoming international events, blogs, and more. These additions were intended to encourage extended stays on the website. To enhance user experience, we introduced features like the ability to share information, save visa details in user profiles, upload essential travel documents, and maintain a travel history. Moreover, we established a grievance mechanism for users to provide feedback, report inaccuracies, seek assistance, and address any concerns, thereby further refining our service and resolving user issues and above all, our developer, in cooperation with the client and our team, engineered a backend data updating system for Vizapedia.


Initially, Shubham named his product ‘VizaGuru.’ However, when we pursued trademark registration for this name, we encountered legal challenges due to its similarity, both in pronunciation and class, with an existing business. But the challenge extended beyond merely changing the name. We had already developed the brand’s visual identity, and altering the name meant revisiting the identity design. Fortunately, the task was somewhat streamlined because we had organized and comprehensive research materials on our end. Prior to making the final selection, we conducted a thorough check for name availability and compatibility with the brand identity. After this, we collaborated with the client to choose the best option and subsequently submitted the chosen names to the trademarking agent. Ultimately, we settled on a suggestive invented type of brand name: Vizapedia, which signifies a comprehensive source of visa related information.


Through a structured foundation strategy, we successfully established Vizapedia on the Instagram platform for establishing an online presence. Consistent branding, user engagement, influencer collaborations, led to significant foundational follower engagement, user-generated content, and a trustworthy reputation within the travel community, enhancing Vizapedia’s position as a valuable resource for visa-related information and travel inspiration. Which further played a pivotal role in generating a substantial number of early sign-ups.