Going2023Project InformationFounded in 2015 as a small newsletter for family and friends, Scott’s Cheap Flights has since grown into a thriving community of over two million members. What began as one person finding affordable airfare has expanded into a website, search engine, newsletter, and an upcoming app. With a team of more than 60, the company has evolved far beyond its original focus on “cheap flights,” prompting DesignStudio to craft a refreshed brand strategy, new name, and visual identity to guide the next chapter of its journey.
We began our collaboration by speaking with company employees, key stakeholders, and Scott’s members, including longtime followers of the brand. We uncovered a consistent mantra around the idea of ‘invite the unexpected,’ which encourages users to explore new destinations by having the courage to spin the globe and pick a deal somewhere untraveled to them.
Strategy & NamingOne of the many things that makes Scott’s Cheap Flights so special is the way in which they open up the world for their members. By encouraging a new approach to booking that focuses less on the destination, they broaden one's perspective on how to travel through enticing and unexpected opportunities.
When so much of the travel industry is positioned around price, and the company had grown far beyond the individual name of their founder, Scott’s Cheap Flights needed to create differentiation through an emotive platform to better connect with consumers. The name, Going, instills a sense of curiosity and eagerness that they aim to inspire within all of their members.
Identity SystemThe design system is based on the intrepid notion of being open-minded enough to spin a globe and spontaneously pick a destination. This translates digitally into interactive and motion principles that allow one to peruse destinations and deals, never knowing what will be next around the corner, discovering something new with every swipe.IllustrationOur illustrations, created by Olivia Malone, are a depiction of our community members. We have our illustrations interact with our globe and destinations to signify Going’s role in bridging the gap between dreaming of where to go, and actually booking it.
Where photography is used, we steer clear of bucket list landmarks and overly posed travelers. Instead, we opt for vignettes of smaller moments that tell unexpected and intimate stories. Where we can, we hero user generated content that represents traveler's perspectives from all walks of life.CreditsStudentsDesignStudio
TeamCreative Director: Eric Ng
Client Services: Magali Johnson
Design Director: Emma Barrett
Strategy:
Andie Wexler
Design:
Tyler Eldridge,
Mo Hy
Motion: Patrick Blake, Bekki Leahy
Illustration:
Olivia Malone
RoleDesigner