Leisure and Travel

Guies de Núria

An Adventure Towards the Unforgettable.

Brand Strategy | Verbal Identity | Visual Identity | Brand Experience

In recent years, nature rediscovery has experienced significant growth, transforming how tourism and outdoor leisure are consumed, especially in mountain environments.

Powered by multiple elements, visitors have redefined their profiles, expectations, and behaviours, seeking new horizons and less crowded spaces that not only allow them to escape daily routines but also discover new perspectives and acquire knowledge.

In response to these changes, Guies de Núria decided to reinvent itself with the goal of adapting to this new reality and establishing itself as a leader in mountain tourism. To accomplish this, together, we set out on an exciting adventure, moving steadily towards our new destination.

The Starting Point

With a backpack full of ideas, we decided to redesign the brand to align with its vision and strengthen its connection with users. We chose vibrant colours and versatile shapes to illustrate the dynamism needed to reflect the brand's inherent modernity and energy.

This transformation led to a central symbol that became the foundation of the entire visual system: the indicator. The directional needle acts as an invitation to discover unexplored horizons and explore beyond the traditional limits of adventure, capturing the essence of Guies de Núria and projecting it consistently.

Thanks to its flexible design, the indicator opens an infinite range of graphic possibilities, becoming a key element in developing a coherent, versatile, and movement-filled visual narrative.

Moving Forward and Leaving a Mark

When user experience relies heavily on human interaction, it’s crucial to create an inspiring, authentic, and trustworthy message. In this context, the guides not only needed to convey information, but it also represented the brand's values and personality.

To achieve this, we developed a warm, approachable, but bold tone of voice, like a roadmap. This gave teams the tools to welcome users with empathy, address their needs with professionalism, and foster engagement through personalised interactions. Consequently, we ensured that every adventure reinforced the brand’s distinction in a sector where human capital provides unique value.

Reaching the Summit

Successfully concluding an adventure requires meticulous attention at every step of the journey. That’s why, in collaboration with the guides, we thoroughly analysed every potential improvement in the adventurers' customer journey. Walking together and in the same direction made the process more effective.

This close cooperation allowed us to optimise the journey’s stages, ensuring that interactions had a purpose beyond the mountain service itself.

For instance, the onboarding process was transformed into a powerful moment of connection, designed to get to know the users, understand their expectations, and address their concerns—all enhanced by a friendly snack. Another example was the trekking route itself, where we introduced a variety of tasks for users and established interaction points to encourage them to pause and share their progress with the group. This fostered a sense of community and promoted mutual learning.

Incorporating these and other improvements, we were able to enrich the journey experience, ensuring that every adventurer finds in the brand a true travel companion.