Christen Perry
Helping a seasoned travel advisor launch a high-end consulting business
Visual Identity + Squarespace Web Design Express — Birmingham, Alabama
Brand Evolution
Where Christen Perry Began…
Christen started her travel company from her kitchen table. She was full of energy, excitement, and possibility. And though the love of travel and helping people plan their vacations never faded, she fell into the same patterns that a lot of new business owners do. Including sacrificing her own time to make sure she had happy clients. She quickly learned how to run a healthy, happy, sustainable travel business. (And now it’s an award-winning one!) And now she wanted to help other travel agents grow their businesses and avoid some of the growing pains she experienced.
Where Christen Perry Is Headed…
In just 15 years, Christen grew her agency to a nationally renowned company, employing more than 30 people. Now she wants to share that knowledge and experience with others, guiding them as they grow both professionally and personally. She came to us passionate about avoiding the chaos and instead, helping other agents chase success through steady, calculated processes that allow them to enjoy a balanced lifestyle while enjoying their job and doing it with excellence, ultimately contributing to the professionalism and reputation of the travel industry at large. We needed to build her a brand that communicated her expertise and built trust.
Brand Keywords
Confident — Motivating — Uplifting — Intentional
Target Audience
Amanda, 39, just started a brand new travel business and is looking to grow her agency. She’s a motivated go-getter, but lacks the systems and accountability to grow as quickly as she wants. She struggles to set personal boundaries that helps her build a scalable and sustainable business that can last for the long haul.
She wants to prioritize her own family, but struggles to do so because of the seemingly high demands of traveling clients with varying time zones, flight delays, pandemic regulations—the list goes on. She cares deeply about customer satisfaction, but it often comes at the cost of long work weeks rather than the flexibility she was hoping for when she started this venture.
Outside of work, she values time with loved ones, good food and wine, and experiences over things (though she certainly loves quality and a bit of luxury in her day to day life as well).
Naturally, she loves to travel and is always eager for the next destination, especially when she gets to share experiences with family and friends. Her commitment to relationships, excellence, and memories connects her personal life to her professional life, and her clients love her for making their dreams come true with the people they love the most.
Visual Rationale
When diving into the visual identity for the Christen Perry brand, we wanted to evoke emotions of trust and lean into her goal of helping travel advisors chase success through steady, calculated processes. It was important to visually communicate that enjoying both a balanced lifestyle and enjoying their job is possible. We wanted to set her up as experienced and confident, while also leaning into the calming color palette to communicate her down-to-earth nature, inspiring and encouraging travel advisors nationwide.
For the primary logo, we used a unique and thin sans-serif typeface with a lot of kerning (space between letters!) to give the logo breathing room. The custom edges in the R’s and N represent the systems and processes that she has established at CTC and use to guide other travel advisors. They’re a subtle nod to the shape of an arrow— speaking to the travel industry and the direction she brings her clients.
