Beyond developing a front-end for this dynamic and scalable site, one of the main challenges in this project was to clarify the value proposition of Good Earth, a travel company that creates personalized vacations. In our research, we discovered that there were a wide variety of vacation buyers and only a few understood the value of a travel experience tailored and supported by locals. We needed to build a site around messaging that would make this crystal clear while building credibility in minds of potential clients.

To engage the viewer and illustrate the experience, we placed focus on high quality photos of travelers, activities, and locations. To emphasize the value of having Good Earth reps located in the destinations offered in their packages and being always available for support throughout the vacations, we built the messaging around the tagline "We're Here." Rather than targeting economy travelers, we focused the messaging on the level of service and overall experience to attract high-value clients. Vibrant design treatments and refined typography helped to increase this sense of value and credibility.

smashLAB provided Good Earth with a flexible template that can accommodate foreseen expansion and added functionality, as well as a brand message and personality that can extend into various marketing efforts. Good Earth now has a clarified value proposition that eliminates confusion and attracts clients who are looking for the perfect vacation.