A little history: Budget Travel began as a print magazine titled Arthur Frommer’s Budget Travel in the 1980s and was sold to Newsweek a year later. The magazine quickly became prominent due to the former success of its founder, a well known travel guide book publisher. Years later...
Budget Travel was in need of real help with their digital efforts. At some point, they lost their identity and their website became a click trap for ads.
Our goals were to optimize the website for modern ad placements, be mobile friendly, implement a more focused content structure, and revive Budget Travel as a trusted brand and information source.
We advised Budget Travel to go back to their old logotype to gain their equity back (we removed the gradient and flattened the logotype). Then, we simplified UX, creating new categories that made sense for over 14,000 articles and approached design with components to rapidly build the pages of the new site.