SmagaLuxury: App & Landing Page Design
Designing the e-guide purchase and reading app and a landing page for a bespoke travel agency.
Branding
Context and Goal
Create a brand identity, landing page and app for a bespoke travel agency to advertise travel planning services, book calls and sell travel e-guides.
SmagaLuxury offers services to beginner and avid travellers at three tiers:
- Travel guides in e-guide format
- Personal trip planning consultation
- 24/7 travel assistant and concierge throughout the trip
Problem
Main user pain points include:
- Travel agency planned trips don't meet the client's personal needs
- Low quality of services provided by travel agencies
- Trip planning can be difficult and overly time consuming
- Finding places off the beaten path can be difficult
Audience
The company is based in Lithuania but expanding throughout Europe. Target audiences are avid travellers and people new to travelling, as well as busy people who don't have time to plan their travels. Since the products range from travel e-guides to personal travel planning and booking, the audience ranges in terms of income and travel experience.
My Role: Product & Brand Designer
My role was to conduct competitive analysis and user research and build the landing page and e-shop app from the ground up. I was also in charge of the visual identity development, including brand and logo design.
Competitive Analysis
Direct Competitors
- Amanda Ramos, bespoke travel planning, Lithuanian business
- Glotera, Lithuanian travel agency with a large pool of affiliated hotels and experiences
Indirect Competitors
- Toki.Tokyo, Japan travel planning
- Fora Travel, bespoke travel planning, deals on hotels and experiences
- Not Yet Found, bespoke travel planning, large pool of affiliated hotels and experiences
Wireframes & Information Architecture
Information Architecture Web Interface
We mapped out a clear information architecture for the web interface to ensure intuitive navigation across the landing page, e-guide shop and service tiers.
Wireframes Mobile & Web
Wireframes for both mobile and web were developed in parallel to ensure a consistent experience across platforms, with the app focused on e-guide browsing, purchasing and reading.
Visual Identity Moodboard
The visual direction
The imagery was chosen to reflect the brand's essence:
- Luxury / affordable luxury (making space for lower-tier buyers)
- Bespoke
- Elegant
- Welcoming
- Warm
- Clean
- Hidden gems, secret spots
Logo Design
Brand mark & wordmark
The logo was designed to reflect the brand's luxurious yet approachable positioning. Combining an elegant wordmark with refined typography, the visual identity strikes the balance between bespoke travel and accessible luxury.
Design System
COLOUR PALETTE
Color palette was derived directly from the client's photo bank which were used for e-guide design and in the landing page.
TYPOGRAPHY
Stories that make you
want to go
Cormorant Garamond Display
Destination guides, travel tips, and stories from the places I've had the privilege of discovering.
Inter Body & UI text
Key Screens
Mobile App
The iOS app lets users discover, purchase and read travel e-guides, with personalised collections, offline access, and a beautiful dark-mode reader.
Landing Page
The landing page showcases SmagaLuxury's service tiers, promotes e-guides and drives users to book a travel consultation call.
E-Guide Shop
The shop lets users browse the full catalogue of destination guides, preview what's included, and purchase directly.
Journal
The journal section features destination guides, travel stories, and local tips, establishing SmagaLuxury as a trusted voice for discerning travellers.
Reflections
Working on a full brand identity from scratch was a rewarding challenge. Developing a cohesive visual language from moodboarding and logo design to UI and web allowed the brand's personality to come through consistently across all touchpoints.