Aussie Tom’s Tours
Branding that embodies exploration
To bring the identity to life, we created a mascot inspired by Tom, the tour operator himself. His unique characteristics were carefully observed and translated into a playful, illustrative character that served as the face of the brand.
Continuing the illustrative direction, we introduced a hand-drawn signboard featuring the tour locations and the tagline “Guided Small Group Tours”. We also crafted a custom type style for the text-based logo element, inspired by stacked rock boulders as a nod to Broken Hill’s rugged terrain.
To wrap up the creative, we developed a custom landscape illustration for use across a range of brand applications. Inspired by Broken Hill’s attractions, we added illustrative elements that highlighted the region and created a flexible backdrop for the overall identity.
A digital gateway to the outback
We designed the website as a responsive storytelling journey that captures the spirit of adventure. Rich visual content, illustrations, and curated itineraries immerse users from the moment they arrive, guiding them through each tour in a way that feels authentic and inviting.
This immersive approach extends through to the checkout experience, where a simplified, streamlined process makes booking tours effortless. Every touchpoint was crafted to feel consistent and engaging β from the first scroll to the final confirmation β creating a cohesive digital experience that embodies the spirit of exploration and invites users to discover, plan, and book with ease.
Thomas Peet, Aussie Tom’s Tours “Phil, it looks amazing and I think this is going to be huge. I’m really happy with how easy everything is to manage β and the feedback since launch has been incredible.”
