Adventure, past the clichés.
CONTEXT
Puckett Excursions is an LGBTQIA+ tourism company that launched with no existing identity. The founders knew exactly what they didn’t want: the rainbow-everything shorthand that flattens a community into a palette.
CHALLENGE
Build a brand from zero that reads timeless and premium, stays gender-neutral and welcoming, and can grow with the company. Inclusive by design, never by decoration.
Branding
UX Design
Website
Social Media
Merch
APPROACH
Meaning first, then the mark. The logo is two mountains coming together: inclusivity, adventure and permanence in one symbol. Palette and typography keep it timeless and gender-neutral, and the website, social, email and merch shipped together as one system so the brand arrived in the world whole.
OUTCOME
Bookings grew more than 50% after launch, with press coverage and social visibility to match. The company now has trips planned three years ahead.
Designed and directed as Design Director and Lead Designer at Bald Agency.