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Portfolio  /  Build

Bella Terra Travel


  • Collaborative process design

  • Customer and competitor insights research

  • Brand strategy and positioning

  • Customer experience strategy

  • Logo and identity design

  • Brand messaging

  • Website architecture, wireframing and design

  • Website copywriting and basic SEO

  • Editorial storytelling

  • Lead generation and marketing strategy


  • Complete brand strategy and identity package

  • Target customer personas

  • Image library

  • Master messaging framework

  • Identity and voice/tone guidelines

  • WordPress website

  • Lead generation and marketing plan

As a boutique travel company on the cusp of growth, Bella Terra needed to intelligently set themselves apart to attract and keep more of their best-fit, luxury travel clients. That started with my developing a comprehensive brand strategy, customer personas, modified offer, and an identity reboot to better articulate the personality, expertise and passion for travel that was deeply embedded into the existing client experience but hadn’t yet permeated the brand. A messaging platform better expressed the company's unique value proposition to their best-fit prospects, while the reimagined identity modernized and personalized the design to align with the articulated brand strategy.  

With the brand established, I integrated it into a fully redesigned website in partnership with New Why Web and Marketing who led all aspects of the site development. I also armed the business with a lead generation and marketing plan, and kicked off their lead gen effort by writing and designing their first gated ebook: The Smart Traveler's Guide to Europe.

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