Our journey to define To & Fro's brand personality began with a deep dive into the brand's core values and mission. We carefully selected key traits that encapsulated the essence of To & Fro, aiming to create a brand deeply resonant with our target audience while distinguishing it in the competitive travel industry. These traits served as the foundational pillars upon which we constructed the brand's identity.

To visually translate these traits and infuse them into the brand's style, we explored four distinct stylistic directions. Among these, two emerged as the most compelling and aligned with our brand's vision. The first, referred to as "Bold and Simple," features standout elements that rely on simplicity and focused design to convey messages in a direct, straightforward tone. The second, known as "Mixed Messages," introduces textured elements that reflect humanity and storytelling through tangible mementos and movement. These two stylistic directions, "Bold and Simple" and "Mixed Messages," now serve as the foundation for our brand's personality and style, ensuring each interaction with To & Fro leaves a lasting impact.

A standard set of layouts grids and breakpoints was crucial in ensuring we could design quickly and consistently.