Proactivetur – new visual system
Year: 2023–2024
Designer: Renata Dračková
Tools: Illustrator, Photoshop, Indesign, Figma, After Effects, Canva
Type: Visual Identity, Pictograms, Social Media Design, Motion Design
Visual identity redesign for Proactivetur, a young sustainable travel agency from the Algarve region in Portugal, focused on eco-tourism, birdwatching, local crafts, and nature preservation. The goal was to strengthen the brand's emotional connection and clarity through a more symbolic and cohesive visual language.
I refined the logo with a new color palette and typography, introduced painted stripes referencing trail marks, dashed lines evoking map layers, and footprints symbolizing exploration. I designed a set of custom pictograms and created templates for social media layouts. Motion versions of the logo and assets were developed for various digital formats.
To ensure consistency and usability for the internal team, I created a set of editable Canva templates for social media. These allowed their team members to generate content easily while staying aligned with the visual identity. I also selected the font Now by Hanken Design Co. to complement the Motor typeface used in the original logo, achieving a clean and flexible typographic system.
By unifying the brand's visual identity across all touchpoints—from website and social media to printed materials—I strengthened brand awareness and increased audience engagement through structured content categories and visual storytelling focused on sustainability, craftsmanship, and local heritage.
