Bookie
Creating a quirky, bold, and whimsical identity for a DIY travel agency
👁️ BRAND DESIGN AND STRATEGY. ✏️ ILLUSTRATION. 🎨 ART DIRECTION. 🌐 WEB DESIGN.
ABOUT THE PROJECT
Bookie was born out of a shared passion for travel by a couple in the Philippines who found themselves constantly battling wanderlust. Frustrated by the time-consuming process of piecing together itineraries from websites and guidebooks, they set out to create Bookie, a platform where like-minded DIY travelers can seamlessly book flights, activities, and hotel reservations—all on one website. They approached me to create a brand identity that speaks to the thrill of adventure and exploration.
THE RESULTS
🛩️ 13.8k+ followers on social media
😎 1200+ travel buddies
🏄🏽♀️ 1oo's of vacation packages booked
BRAND STRATEGY
I envisioned Bookie’s brand identity to be fun, vibrant, and youthful—capturing a sense of adventure and excitement while resonating with budget-conscious travelers in their 20s and 30s. The goal was for the brand to feel approachable, reflecting the thrill of discovering new places and planning your own vacation without breaking the bank.
LOGO DESIGN
For Bookie’s logomark, I chose to combine three key elements: a compass, the sun, and water.
The compass represents travel, exploration, and direction; its eight points are a nod to the eight rays of the sun found on the Philippine flag. The shape of the compass points evokes water droplets, alluding to the Philippines’s identity as an archipelago in the Pacific.
The logotype is a customized version of Filson Pro, a sans serif typeface with a bright and friendly personality. Its rounded letterforms echo the bold, circular shapes in the logomark, creating a cohesive visual identity.
BRAND COLORS
Bookie’s palette draws inspiration from the red and blue colors found on the Philippine flag. These hues are reimagined as vibrant shades of turquoise and coral, evoking the tropical climate of the Philippines. The result is a bold, playful visual language that reflects both the brand's roots and its adventurous spirit.
TYPOGRAPHY
I selected three typefaces to shape Bookie’s visual identity: bold and approachable Poppins, nifty and dependable Proxima Nova, and refined and graceful Ivy Presto. Together, these fonts create a balance of warmth, trustworthiness, and worldly sophistication, perfectly aligning with the brand’s personality.
BRAND KIT
With the color palette and typefaces finalized, I created a comprehensive brand kit for Bookie. One of my favorite elements was the business cards—designed to resemble boarding passes, they perfectly captured the travel theme while adding a creative and memorable touch.
WEBSITE
Finally, I played a key role in shaping the visuals and overall look and feel of Bookie’s website, working closely with a team of developers to map out wireframes and design multiple UI elements. I art directed the photography to ensure it aligned with the brand’s identity, and added a fun, unique touch by creating quirky, travel-inspired illustrations found on the homepage.
Development by Nicole Severino. Photography by Dijo Songco and Trish Lim. Copywriting by Monica Copuyoc
