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Modal is a digital agency that specializes in user experience design and social media.
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US
TRAVEL
The Art of Listening
U.S. Travel is the organization responsible for travel to the United States. With the current state of travel at its all time low it was critical to prove member benefit and organizational commitment. By listening very carefully to each organizational unit and executive staff we were able to extract key brand values for this large, member-based organization.
U.S. Travel came to Modal while in the midst of a brand redesign. They needed a web presence to support the new branding program as well as project and drive member value. We focused our efforts on personas, site architecture, wireframes, and design.
It was important to make the Members Only section easy to identify and use. That took some time as we had to work with the existing Association Management System (AMS). But the end result illustrates the fruits of labor.
The design was also very important because we had to incorporate the new identity while projecting an authoritative stance obtained from years of working on the Hill. You can't start throwing in trendy design elements and pull off the look of an institution. Therefore we employed best practices in design: clean typography, ample use of whitespace, and proper sentence length to enhance readability.
The result was a successful redesign that proved that U.S. Travel was ready for this new age of travel and committed to providing member value in new and different ways.
You can experience U.S. Travel online here.
