Illustration · Iconography
G Adventures
A custom illustration and icon system for a travel company running over 700 itineraries in more than 100 countries.
The Brief
G Adventures specializes in guided tours for small groups, tailoring travel packages to each traveler's preferences — they even collaborate with National Geographic on some trips. To stand out in a market crowded with photography, we decided to lead with custom illustration instead.
Brand Story
A World in Icons
The Approach
Working with G Adventures' upper management, we developed a unique graphic style built to scale across the site — header postcards for each region of the world, and a full icon set covering everything from booking status to trip type. Same linework, same warmth, wherever a traveler lands on the site.
Header Postcards
A postcard illustration for every region G Adventures operates in — each one distinct, all of them clearly part of the same family.
The Icon Set
A full library covering booking status, trip type, and traveler preference — small enough to sit next to a line of copy, distinctive enough to carry the brand on their own.
"Illustrations played an important part of the project and we were thrilled with the results. Jason was collaborative, and went above and beyond with a fresh perspective that made the results even better."
Trees for Life
The same illustration language extended to G Adventures' sustainability initiatives — giving the environmental side of the business the same warmth as the trip-planning side.
The Outcome
A cohesive illustration system now carries G Adventures across the entire site — recognisable at a glance, warm at every touchpoint, built to grow as new destinations and features are added.
Client
Greg Cormier, VP Digital & E-Commerce, G Adventures