Title	CREATING A NEW TRAVEL BRAND DAVAY
Brand	DAVAY
Product/Service	DAVAY
Category	A01. Creation of a new Brand Identity
Entrant	ELECTRIC BRAND CONSULTANTS (ELECTRIC CREATIVE LLC) Moscow, RUSSIA
Idea Creation	ELECTRIC BRAND CONSULTANTS (ELECTRIC CREATIVE LLC) Moscow, RUSSIA

Name	Company	Position
Michael Bobylev	Electric Brand Consultants	Head of Strategy
Elizaveta Gasheva	Electric Brand Consultants	Project Manager
Nikita Khudyakov	Electric Brand Consultants	Designer
Dimitrina Mitakova	Electric Brand Consultants	Art director
Irina Skabelkina	Electric Brand Consultants	Creative Director
Dmitriy Tretyakov	Electric Brand Consultants	Commercial director
Beso Turazashvili	Electric Brand Consultants	Creative Director
Daria Vorobyova	Electric Brand Consultants	Head of Account

Background

Davay is a startup which works as an IT-powered travel services platform. In order to respond to all the challenges facing the travel industry, IT startups are replacing the usual tour operators with the new generation of professionals who think differently and offer bold solutions. They are transforming the travel industry, making it more user-friendly for both tourists and the local entrepreneurs and hosts. The new brand should reflect the advantages of the platform, explain what it means to travel around Russia and create a new experience for people, making it attractive and convenient.

Describe the creative idea (40% of vote)

The purpose of travelling is new emotions and unforgettable experiences. The vision of new brand positioning is to assist in new ways of traveling in Russia and create a new culture of tourism, thus changing life for the better. The new brand reflects the advantages of the platform, explaining what it means to travel in Russia, making it attractive and convenient. The brand's name and visual style also prioritizes the travel experience and associated emotions that can be gained from a new brand. Davay is a service for a new generation of travelers: those who feel FOMO, and value freedom and experiences over material things. Davay is for people who are looking for new experience, who want to do something new during their vacation. Brand target audiences: B2C - Russian and foreign tourists; B2B - travel industry companies and small businesses; B2G - government and city administrations.

Describe the execution (40% of vote)

The colourful and sincere visual language of Davay puts the travel experience and the emotions associated with it first, as such experiences become accessible thanks to the new travel platform. Inspired by loud and dynamic illustrative typography of Soviet posters, we used the modern styles and fonts to create a unique brand logo that contains a call to action. The outlines of the map of Russia are hidden in the form of the logo. Complementary colours are divided into 2 types: active yellow, orange and red; and calm, peace-giving ash-lilac and desert sand. These colour groups, when used together, create a balance of energy and tranquility - the perfect combination for proper relaxation. We created bright and memorable images for Davay. All illustrations are divided into several series: stickers, characters, cities and impressions (things to do). The layout system is based on the elements of the logo.

List the results (20% of vote)

All values are reflected in the new brand design. By the colourful style and vibrant illustrations, we showed that Davay is not just a digital platform for the tourists – it is an assistant who finds all the most interesting experiences for you. Davay inspires you to go on incredible journeys and helps you explore all the great things about our country and its inhabitants. Davay connects enthusiastic travelers and local entrepreneurs, creating truly unique experiences.