30 North | Xinjianli Design

& 30 North Website

Website Design, Brand Identity
Art Direction: Keith Somers
Role: User Research, Personas, Wireframing,
Visual Design, Prototyping

30 North is a premium tour platform that specializes in customizing tours for travelers interested in backpacking and those who want to travel locally at thirty degrees north latitude. This website focuses on the seven best travel destinations at 30 degrees north latitude and basic traveling tips and demands like transportation and accommodation are provided in which the users can easily explore the richest local history and culture, and taste the most distinctive local cuisine.

Branding

I created the typographic logo that inspired by compass. The whole logo uses the left and right structures. I chose a bold sans-serif font that perfectly captures the spirit of modernity and exploration in travel. I wanted to create a fresh and modern user interface. My design appeals to users by conveying ease and enjoyment. I also applied the compass icon throughout the site to show travelers more personality.