Tripadvisor
Every type of traveler, every type of trip
In 2024, the world’s leading trip planning platform, Tripadvisor, came to us ready for an overhaul, just in time for its 25th anniversary this year. Tripadvisor began as a way for real people to read authentic reviews and easily find great advice for their next trip. At the time, it was revolutionary — and in this day and age, with generic content and AI-driven suggestions flooding the travel category — it still is.
That’s why we focused our work squarely on Tripadvisor’s community — bringing real travelers’ words, photos, and stories front and center into the brand’s strategy and identity. This bold rebrand captures the excitement and wisdom of passionate travelers everywhere. And with over a billion reviews (and counting) uploaded to the platform so far, a brand built around user-generated travel content is something only Tripadvisor could do.
To showcase this emphasis on travelers, we built a visual system to house and celebrate them at every moment. As a complement to their content, we modernized and carried forward hallmarks of the Tripadvisor experience: green review dots (not yellow stars); a more personality-driven mascot: Ollie, freed from the confines of its circle and taking a peek at every trip; and an updated Trip Green that packs a more vibrant punch, to call out a few additions.
Keep scrolling to immerse yourself in great advice from travelers just like you.
Conclusion
When was the last time travel looked this fun, this relatable, this real? Lots of brands claim to be “authentic,” but more often than not, it’s just empty talk. With Tripadvisor, authenticity is a promise. Keep an eye on the brand to see for yourself.
Thank you
A special thanks to the entire team at Tripadvisor, who we continue to partner with today: Hilary, Cristina, Matt, Kristen, Nathan, Sanjay, and Becky.
