The Optimists

Capturing the adventurous spirit of travel.

Context

Specializing in travel management for the entertainment industry, Smart and Savvy Travel wanted to rebrand their company in a way that would speak to their audience and highlight their industry expertise.

Challenge

How do we craft a unique brand that's grounded in the travel industry but compelling to the entertainment industry?

Connection

The new name, The Optimists, speaks to the spirit of adventure that lives in all of us. Day or night, home or away, The Optimists fill every trip with possibility by creating a seamless experience that puts people at the center.

We dubbed the Optimists’ logo icon as the “Optimistic Token.” The icon is made up of shapes representing an “O,” an open road, a sunrise, and a peace sign, all combined to represent the spirit of adventure.