GUTS®
Kicking cancer in the guts with a charity rebrand
Branding
Web Design
01. OVERVIEW
Affordable World is a long-established tour operator with a strong reputation and loyal customer base. But with travel habits shifting and mobile-first consumers expecting more from digital experiences, they saw an opportunity to modernise their brand and platform to speak to a younger generation of travellers.
Together, we set out to reimagine their identity, streamline the website and create a booking experience that feels as intuitive and energising as the journeys they offer.
We partnered on
- Brand Identity
- Iconography & Illustration
- Web Design
- UX & UI Design
02. CHALLENGE
a visual language for modern travel
While Affordable World had strong recognition with returning customers, the brand lacked the energy and visual clarity to resonate with a younger, digital-native audience. We set out to create a bold new identity that felt joyful, confident and ready to travel across channels.
The refreshed visual language is globally inspired and full of movement. A vibrant palette, custom illustrations and beautiful destination photography bring each location to life, capturing the emotion of travel. Designed to flex across digital platforms, especially mobile, the new brand strikes a balance between wanderlust and trust, energy and ease.
03. solution
rethinking the digital journey
We redesigned the website from the ground up, putting mobile-first usability at the heart of every decision. The new design encourages exploration, with intuitive navigation, modular content blocks, and a clear visual hierarchy that supports quick, confident choices.
Tour detail pages were a particular focus. Each one carries a complex mix of information – dates, itineraries, maps, optional extras – and needed to feel approachable, not overwhelming. We restructured these pages to create a smooth, scrollable rhythm that surfaces key content in the right order. Space, pace and interaction were all carefully balanced to keep users engaged and informed.
booking made simple
The previous booking flow involved multiple steps and competing visual cues, which introduced unnecessary friction. We streamlined the process to mirror the simplicity of modern travel apps: clear steps, helpful prompts, and a calm, focused interface.
We also redesigned the customer account area, bringing clarity and reassurance to the post-booking experience. Users can now view and manage bookings, access itineraries, and update personal details with ease. Every interaction is designed to feel simple, secure and in control.
04. result
a platform built to evolve
With a refreshed identity and a reimagined digital experience, Affordable World is now better placed to meet the needs of modern travellers, without losing sight of the trust and expertise that built their brand.
We continue to support the Affordable World team as a creative partner, refining the site’s interface and building new features in step with their growth.
