Brand Identity, Website & Product Design
Client: Fora Travel
Role: Lead Designer, Landscape audit, Branding, Wireframing, Visual Directions, UI/UX Design, Web Design, Design System
Work done at Studio Rodrigo in collaboration with Ritik Dholakia, Greg Ervanian, and Zack Scheinfeld
Brand Identity & Platform Foundations
Fora began with a clear question: what would a modern, tech-forward platform for travel advisors look like today?
Founded by Evan Frank and Henley Vazquez, the company set out to reimagine the tools, visibility, and infrastructure supporting independent travel advisors—bringing a product-led approach to an industry that had long relied on legacy systems.
The work focused on defining a brand and visual foundation capable of supporting both early market entry and long-term platform growth, balancing clarity, credibility, and flexibility from the outset.
Brand & Launch Site
As a pre-seed startup, Fora faced compressed timelines and high stakes: articulating a clear value proposition, establishing credibility, and launching quickly to support fundraising and early traction.
I worked on defining a brand system and launch site that felt elevated, premium, and contemporary, while remaining flexible enough to grow alongside the product. Through multiple iterations, the visual language was refined to balance approachability with polish—signaling trust, expertise, and modernity without feeling exclusive or static.
Scaling the Platform
Following launch, the design system evolved to support the platform’s broader ecosystem. The focus shifted from a single marketing surface to a scalable visual language that could adapt across product and growth touchpoints.
Key objectives included:
Enabling travel advisors to build and express their personal brands through modern digital tools
Making it easier for travelers to discover, connect with, and build relationships with advisors
Establishing a cohesive design foundation that could scale with the internal product
Platform development was led in collaboration with Shift Lab, who helped establish the technical foundations for Fora’s internal systems.
UI/UX thinking
The platform was designed with an editorial sensibility that could serve both travelers and travel advisors. Rather than treating advisors as interchangeable listings, the interface positioned each advisor as a distinct presence—allowing them to feel visible, credible, and central to the experience.
Advisor profiles, itineraries, and articles were structured to read like a magazine, using typographic hierarchy, whitespace, and imagery to encourage exploration. For travelers, this created a browsing experience driven by storytelling rather than utility alone; for advisors, it offered a way to present their expertise and voice with clarity and confidence.
By balancing consistency with expression, the design supported discovery and trust on both sides of the platform while remaining flexible enough to scale.
