Side Routes

Brand Identity · Design System · Web Design · Social Media Design · WordPress Development

[ SCOPE OF WORK ]

Brand strategy and positioning, Logo design and identity suite, Typography and colour system, Brand guidelines and documentation, Design system — components, patterns, and rules, Website design — UX, wireframes, and UI, WordPress development — custom theme build, Social media design system and templates

[ INDUSTRY ]

Tourism & Hospitality

[ YEAR ]

2026

[ Overview ]

Side Routes is a handcrafted tour platform built on a simple but powerful idea: that the best way to experience a city is through the people who actually live there. We partnered with Side Routes to build the complete brand from the ground up — identity, design system, website, and social media — so that everything from the homepage to an Instagram story communicated the same thing: this is not a standard tour company, and this is not a standard experience.

[ Client ]

Jennifer Acosta Saavedra

[ Website ]

Live Site

[ Project Goals ] Create a brand identity and digital presence that communicates Side Routes' core positioning — authentic, local, human — across every touchpoint simultaneously.

The platform needed to feel premium enough to earn trust from international travellers, and warm enough to feel genuinely different from the mainstream tour operators it was competing against.

The website needed to convert. Travellers researching tours in Barcelona, Rome, or London are comparing multiple options quickly — often on mobile, often with a short attention span. The design had to make the value proposition clear in seconds and move people toward booking with as little friction as possible.

And everything needed to scale. A brand built only for Barcelona would need to be rebuilt for Rome and London. The design system had to be flexible enough to accommodate new cities, new tours, and new content without losing coherence.

[ Project Scope ]

We acted as the complete creative and digital partner across every layer of the brand — from strategic positioning to WordPress deployment.

Brand strategy and positioning — defining what makes Side Routes genuinely different and how to express it
Logo design and full identity suite — mark, wordmark, typographic system, and colour architecture
Brand guidelines — comprehensive documentation for internal use and future partners
Design system — reusable components, patterns, and rules covering web and social touchpoints
Website UX and information architecture — structuring the experience around how travellers actually research and book tours
Full website UI design — homepage, tour pages, about, contact, and supporting pages
WordPress development — custom theme build, performance- minded, SEO-ready foundations
Social media design system — templates, post formats, story structures

[ Challenges ]

Every part of this project had a complexity underneath the brief. Here's what made it genuinely difficult — and how we approached it.

001
Build a brand that feels local without feeling small
002
Design a system that works across multiple cities
003
Convert travellers who are comparing multiple options simultaneously
004
Build a social media system a small team can actually maintain
005
Develop a WordPress site that performs well on mobile

[ results ] A complete brand and digital platform built for a tour company that had a clear identity in its people and its experiences — and now has one on every screen its customers encounter.

01
Brand identity
02
Design system
03
WordPress website
04
Social media presence
05
Scalable foundation

"Create Circus felt like an extension of our team - thoughtful, proactive, and incredibly detail-oriented. They delivered a cohesive brand system and website that look premium everywhere, and made the whole process calm and easy."