Visual identity and website for an extreme and adrenaline sports adventure travel company
Planina, the brainchild of Slobodan Hadzi-Iliev Danko—a very close friend of ours from high school days—was the first company in Macedonia to offer specialized adventure travel tours for extreme and adrenaline sports lovers.
The name of the company ‘planina’ means ‘mountain’ in Macedonian and the owner is completely enamoured with mountains, so the symbol we came up with was a reduced, minimalistic stick figure drawing, in an exhilarating pose over the mountain ridge. It was intentionally made in a single color and with a hand-drawn style that would be easy to recognize from a far and would be easily applied to all marketing materials needed (posters, banners, vehicle livery, t-shirts, etc.). To accompany the logo we created the catchy call to action “Let’s go up!” as the slogan / moto of the company.
For the website, we decided to focus the attention on the beautiful mountain landscapes, the adventurous spirit, and the safety and the professional experience of the team. The bright and clean color scheme with white and transparent background and cottage-wood details was inspiring comfort and trust. The main goal was to draw people in and spark their desire to go and explore. We carefully organized the sections: tours varied by season and level of difficulty, while giving information about the distinct qualities that each region offers (rock climbing, water sports, biking and hiking, etc.). Team building for companies, ski camps and other services were also offered as special services on the website.
We had shot and collected a lot of photographs and we prepared a full-on media campaign with social media content and a variety of promotional materials, brochures, flyers, posters, banners, t-shirts, etc. To spice up the campaign during the following months, we produced Youtube videos for the various tours on offer.
Years later, Planina’s branding remained recognizable among mountain lovers, while Danko went on to join a much larger company, where he still offers his expertise as a tour guide/ski instructor on the beautiful mountains of Macedonia.