Mexico Nature Tours

Mexico Nature Tours is a niche touring company loved by plant and bird enthusiasts. I built them a new website that showcases their compelling imagery.

Identity: logo, color scheme, voice and copy

When I started working with them, Mexico Nature Tours did not have a consistent brand style. They had an icon they occasionally used as a logo, and while this stock binocular icon fit thematically, it was out of keeping with current graphic design standards. I replaced the previous 3D icon with a flat graphic that works over both dark and light themes. Going one step further, I changed the font to something equally whimsical, but with an element that felt vaguely Mayan.

I replaced the previous 3D icon with a flat graphic that works over both dark and light themes.
Mexico Nature Tours Previous Logo
Previous Brand Identity
Mexico Nature Tours New Dark Logo by Al B Goldin
Updated Brand Identity (Dark)
Mexico Nature Tours New Light Logo by Al B Goldin
Updated Brand Identity (Light)

Based on conversations with owner, Jeff Chemnick I determined some of the key differentiators between his tour business and his competitors. Taking the existing copy from his website, I added and clarified to ensure that his unique brand attributes were brought to the forefront. After writing headlines and calls to action, the voice and copy was complete and we were ready to move on to web development.

Development: web development

The design of this website needed to present key information in an interesting way, and quickly! It also needed to have enough depth that potential clients could dig deeper and learn more about both Jeff and Mexico Nature Tours, building trust in his expertise and the quality of the services provided.

Working closely with Jeff, we selected the top photos from hundreds of options and built a site that showcases just some of Mexico's rugged beauty. I decided to use full width photographs throughout the home page with testimonial banners that appear and disappear as the site is scrolled. The goal is to inspire desire with enticing imagery and inspire trust with social proof.

Mexico Nature Tours Website Development by Al B Goldin
The goal is to inspire desire with enticing imagery and inspire trust with social proof.