The Brief
Jaspilite Tours is a new seasonal adventure and regional tour company based in Marquette, Michigan. The business offers guided outdoor experiences across the Upper Peninsula, including scenic hikes, shoreline excursions, waterfall routes, small-group nature outings, and curated regional day trips. The goal is to give locals and visitors a more intentional way to experience the landscape, history, and atmosphere of the U.P. through well-designed, memorable expeditions.
Primary Audience: Adults ages 28-45 years old.
Secondary Audience #1: People and families visiting Marquette who are looking for an authentic way to experience the area.
Secondary Audience #2: Marquette locals who want to experience familiar places in a more curated and social way.
Phase 1: Ideation
Mood Boards
As a group we each made individual mood boards and then came together to pick out aspects that we all agreed on.
Logo Sketching
Next we worked together to sketch and vectorize a few logo ideas.
Phase 2: The Brand
Logo Selection
After sketching out many logo ideas we settled on one to push further and ultimately settled on this.
Color Palette
After selecting our official logo, we finalized our brand colors. We chose blue and green to tie the brand the Lake Superior and the outdoors. The deep red and dark grey colors come from the colors found in jaspilite rocks.
Color: Superior
HEX: 84a9ba
RGB: 132, 169, 186
CMYK: 50, 24, 20, 0
Color: Mint
HEX: a9c9a7
RGB: 169, 201, 167
CMYK: 35, 8, 40, 0
Color: Orange
HEX: dc5537
RGB: 220, 85, 55
CMYK: 9, 87, 81, 1
Color: Jaspilite Red
HEX: 5d2028
RGB: 93, 32, 40
CMYK: 39, 87, 69, 53
Color: Jaspilite Grey
HEX: 30272a
RGB: 48, 39, 42
CMYK: 66, 69, 61, 66
Color: Sunscreen
HEX: faf5e9
RGB: 250, 143, 233
CMYK: 1, 2, 8, 0
Phase 3: The App
My individual role for this project was to design an app in Figma. This portion of the project was done entirely by me. The goal of was to create an app for booking tours that also acts at a “guide to Marquette”. My main priorities were to make the app easy to use, intuitive, and in line with the brand guidelines.