Mexico Nature Tours

A niche touring company loved by plant and bird enthusiasts. A new website that showcases their compelling imagery.

Identity: logo, color scheme, voice and copy

When the work began, Mexico Nature Tours had no consistent brand style: an occasional stock binocular icon that fit thematically but looked dated. The 3D icon became a flat mark that works over dark and light backgrounds, paired with a typeface that is just as whimsical, with a faintly Mayan feel.

Conversations with owner Jeff Chemnick surfaced the key differences between his tours and the competition. The existing copy was expanded and clarified so those attributes came first; then headlines and calls to action were written and the site moved into development.

Development: web development

The design had to present key information quickly, and still have enough depth that potential clients could learn about Jeff and the tours and trust the expertise behind them. From hundreds of photos, the strongest were chosen to show some of Mexico's rugged beauty: full-width photographs run through the home page, with testimonial banners that appear and disappear as the page scrolls. The goal: inspire desire with imagery and inspire trust with social proof.

The goal is to inspire desire with enticing imagery and inspire trust with social proof.