Project Goals

Client Goals:

1. To make Crooked Trails a stronger brand by re-branding their current look. Crooked Trails has a logo, that is not liked by the client, but doesn't have any brand standers.

2. To increase participation on the Crooked Trails trips by show how volunteer tourism is a better option over traditional tourism.

3. To refocus the target audience and target message. Crooked Trails needs to make sure that they aren't limiting them self to one target audience because anyone can take their trips.

4. Focus on the competitive advantage Crooked Trails has  over other travel programs. Their competitive advantage is the home stays experience that promotes true cultural immersion, friendships and understand among cultures. By emphasizing home stays Crooked Trails will  separate themselves from other tourist programs. 

5. To make Crooked Trails name sound friendly and remove the connotations of evil and wicked. To emphasize the meaning behind the name Crooked Trails (Crooked trails comes from the idea that no path is straight, you always have bends in the road and you have to expect the unexpected, because you will never know what is around the next bend.)

Design Strategies:

1. To increase participation the brand must be well developed, friendly, and work over a cross demographic. 

2. The brand and company has already established a good foundation of brand awareness, however for Crooked Trails to continue to reach their current clients and reach new ones they will need to re-brand themselves and focus on the fact that their trips are for everyone. 

3. By focusing on the uniqueness of Crooked Trails, I will be able to show Crooked trails as the best option for volunteer tourism.