Aitutaki.com Logo Refresh

The Brief

To update the logo design for Aitutaki.com and design a new website design to enable the brand to appeal to a higher-end target market.

The Client

Aitutaki.com

About Aitutaki

Aitutaki is part of the southern archipelago of the Cook Islands and is only a 45-minute flight from the main island of Rarotonga. Aitutaki is not only well known for its friendly people, but it also has one of the most spectacular lagoons the world has to offer. Snorkelling the Aitutaki lagoon and coral reef system is a truly wonderful experience!

Aitutaki.com is the online portal to this beautiful island. As a member of the Turama Pacific Travel Group, they offer local knowledge and over 30 years of experience on the ground for unique travel experiences

The Solution

Aitutaki.com required an update to the logo design and a new website design.

The client wanted to update the brand as the existing logo was too amateur, and they wanted to create a high-end luxurious brand. Therefore, the logo design required a small refresh.

Aitutaki.com logo update

I needed to change the typeface that formed the logo. The existing design was a fun one but had a bit of a juvenile feel to it.

Now the client wanted to showcase what the island had to offer, it needed to look more luxurious and high-end.

I changed the typeface to one with a more modern-looking but fresh feel to it. This changed the feel of the brand. The existing colour palette was to remain the same.

Additional items

Now the brand was updated to look more luxurious, the website design needed to reflect this change. This resulted in elements of the previous design that looked juvenile being removed.

The typeface was updated to one that was easier to read and looked more sophisticated.

Refreshing the graphic elements used previously was a key factor. This resulted in clean lines and bold colours used instead.

The client also wanted to highlight how they were locals and had all the local knowledge of the island. Therefore, this meant that you were dealing with someone who had the experience required to make your visit enjoyable and memorable.

I decided to create a set of icons that would sit at the bottom of the video on the home page to reflect this. These could also be used on all collateral to promote the brand moving forward.