Client
isluno
Services
Brand strategy
Visual identity
ux/ui design
Platform development
Deliverable
Creating a new brand and booking platform for tours and excursions in Curaçao.
Challenge
Early 2025, three major tour operators in Curaçao, Mermaid, Miss Ann and Irie Tours, merged into one group: Klein Toerisme Groep. Tourists who visit Curaçao are overwhelmed by the fragmented offering and the many booking sites competing for attention.
The challenge was to create one powerful and independent brand that utilizes the combined strength of the three operators, without losing the individual character of the various entities. At the same time, Profound was tasked with building a single, clear and reliable platform where visitors can discover, compare and book their activities in one go.
Strategy
Because this was a completely new concept, there was no name for the new brand yet. Before working on the visual identity, we explored and created several naming directions. This led to the creation of Isluno: a modern and short name that communicated the concept of a one-stop platform for tours and excursions on the island. “Isl” refers to the island, and “uno” stands for one: one place to book all tours.
The name formed the foundation for building a brand that feels independent, modern and clearly connected to Curaçao, while still leaving room for the operators that form the group.
Execution
After defining the name, we brought the new brand to life by developing the visual identity. We developed a concept where the name Isluno becomes more than just text by weaving in subtle graphic representations of activities and experiences that can be found on the platform.
With the brand identity finished, it was time for the developers to get to work and start developing a Minimum Viable Product (MVP). Using an Agile Development Approach, the platform was built in iterative phases, allowing flexibility and adaptability.
Results
The launch of Isluno marks an important milestone within Curaçao’s tourism sector. Three major brands now operate under one name. The new brand stands out, is colorful, and fits with the character of each brand while also having a strong connection to the island.
The MVP platform makes it possible for visitors to find tours and excursions, book them, and pay for them online. The platform is available in five languages and is optimized for browsing on your mobile device. The platform was built to be future-proof, allowing for additional functionalities to be added while the brand grows.
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