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All work
Better Journeys: the project as one composed image
WorkTravel

How do you sell a trip without selling a destination?

Better Journeys

Instagram highlightsCopy
Industry
Travel
Type of work
Social content system: Instagram highlights
Khatt’s role
Highlights: concept, content and design
A story drawn as a passport page
About us: the passport
A story with visa stamps reading your people, your pace, your interests
What we do: the stamps
A checklist with the tourist items struck out
Our ideology: the list
The brief

Five questions a new visitor asks.

Better Journeys plans trips for people who want to travel well without spending weeks working out the how, where and what. The brand had been MyTripMates, and we were part of the move to its new name. Its Instagram profile needed to answer the five questions a new visitor asks.

What we noticed

Travel already has its own paperwork.

The passport, the stamp, the route card, the itinerary, the journey pass, the postcard, the notes app.

The question

How do you sell a trip without selling a destination?

The makingDecision, and why

Each highlight speaks through one object, not through photographs of places.

Every travel brand shows the same places.

“Top 10 things to do” is struck out, and replaced by the wrong turn and the random café.

The brand is about how a trip feels, not a list.

The passport’s machine-readable line reads YOU BRING THE PEOPLE.

More from the five highlights
A story drawn as an itinerary card
How it works: the itinerary
A story drawn as a journey pass
How it works: the journey pass
A story drawn as a notes app
FAQ: the notes app
The five covers, as they sit on the profile
Where the photographs come in
A story listing what a trip is, each line beside a small photograph
About us: what a trip is
A story with four photographs to tick: beach holiday, adventure, slow mornings, a little bit of everything
How it works: your vibe
A story drawn as a postcard addressed to Better Journeys
Stories: the postcard
A story listing the late-night conversation, the random café, the wrong turn and the inside joke
Our ideology: everything else
A story drawn as a search box with suggestions
FAQ: the search
A boat on a still lake under the words Travel better. Feel more.
Our ideology: the last word
A story drawn as a route card with four stops, from idea to trip
How it works: the route card
A story drawn as a new trip form, half filled in by hand
How it works: the draft
A story drawn as a row of switches: friends, family, your partner, just yourself
FAQ: the switches

Play with it

Cross something off.

A very normal list of things to do there. Tap a line to strike it out, and see what turns up in the room you made.

Things to do there a very normal list

and everything that wasn’t on the itinerary.

A good trip has a plan.

A traveller sitting in the middle of an empty mountain road
the wrong turn
Two friends laughing in a field of flowers
the inside joke
A glass of iced coffee on a café table
the random café
A lantern stall lit up at night
the late-night conversation

0 of 4 crossed off

The list, the lines that replace it and the photographs are all from the highlights we made for Better Journeys. Only the crossing out is new.

The reveal

Travel better. Feel more.

Exactly what Khatt did

Social

Five Instagram highlights: About us, How it works, Our ideology, Stories, FAQ. Concept, content and design.

Voice and copy

All highlight copy.

That was the short version.

The full story has every decision, the reason behind each one, and more of the work.

P.S.

Five highlights, one idea: let the paperwork of travel do the talking.

with love, Khatt

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