Designing PINKFISH Experiences that Young People ♥

THE CHALLENGE

A super passionate travel agency, could see there was nothing in the market for young people who wanted something different to the norm. To explore the world with like-minded travelers, but with a different approach, unlike many typical travel offerings out there, where a lot of negativity can be experienced on tour!

Uplift tours approached us to create a new customer centric brand. Something fresh that stood for challenging boundaries, exploring the world and make a difference at the same time. We were challenged by the Founders of Pink Fish to create a solution to the gap in the market. A position that they could occupy through remarkable experiences. To engage young people with a value proposition and identity that they want to be a part of.

THE APPROACH

Understand
Our journey begun with a trigger. An idea of ‘TRAVEL FOR YOUNG ADULTS WITHOUT THE NEGATIVITY‘. Before responding to the trigger with plan, we first immersed ourselves to understand the current condition. This part of the work was divergent and exploratory – a search for new questions. Through observation and enquiry we nailed down young adults travel desires which highlighted new opportunities.
Define
From a solid base, we begun to synthesize findings into insights. This enabled us to embark on the most viable opportunities. We started converging on a vision and capturing the first expression of the ideal future state. We assessed the viability and impact of our strategy, and then agreed on how we would measure success. This strategic phase was all about guiding the execution of a solution while our eyes are firmly fixed on the desired outcomes.
Explore
With a vision in place, it was time to explore the best potential solutions. We knew what to achieve, and by exploring and validating options, we identified the best ways to move forward. This was a divergent and iterative design activity. Details and requirements were not defined – instead, the best solution was discovered.
Create
Finally we created and optimized working designs. First, we created a suite of design concepts for feedback. As a result of that customer feedback, our understanding deepened, and new discoveries nudged our strategic designs.

THE RESULT

The successful launch of PinkFish in 2017 with seven international tours booked for 2018 with young adults 18-30 years
A customer-led design process that creates experiences young adults love!
Customer Journey Map
Service Design Blueprint
A new brand identity and message that empowers young people to travel differently
A name change from Pink Fish Holidays to Pink Fish Holiday Adventures
The development of a tag ‘AGAINST THE FLOW‘ that tied back to the PinkFish story and supported the desired positioning of ‘young people who travel differently’
The development of a suit of branded assets including promotional video, website and social media presence and collateral