Branding for travel e-commerce, from naming to ViajaNet's positioning

Travel

Strategic Branding

ViajaNet was born at a turning point in Brazil’s travel industry, when more affordable airfares, installment payment options, and online booking made flying accessible to a new audience. Before it had a name, an identity, or a digital presence, the startup needed clear, trustworthy branding that could scale alongside the business.

Dexa, then operating as MMDA, helped create the brand from the very beginning, developing the name, visual identity, design of its first website, brand guidelines, and communication strategy.

CONTEXT

Talk to an expert

A strong brand for a new way to book travel

CHALLENGE

In 2009, Brazil's online travel market still catered mainly to higher-income consumers. ViajaNet set out to change that by making air travel more accessible to the working middle class.

Dexa's challenge was to translate that proposition into a cohesive brand, encompassing the name, visual identity, tone of voice, positioning, campaigns, and guidelines needed to support the operation without losing consistency.

Defining the brand strategy

Define a clear value proposition, supported by brand attributes and communication guidelines that could position ViajaNet in a category still largely unexplored in Brazil.

Building digital trust

Create a visual and verbal identity designed to overcome trust barriers throughout a complex customer journey, especially for consumers booking travel online for the first time.

Scalability of the visual system

Develop a consistent visual foundation to support campaigns, digital channels, regional initiatives, partnerships, and different travel products without fragmenting the brand.

Building the brand ecosystem

Book a discovery call

SOLUTION

ViajaNet’s branding combined market and purchasing behavior analysis with close collaboration among brand, design, and UI specialists and the company’s team. This foundation guided its strategic decisions.

Naming strategy

The brand name was designed to create an immediate connection with the category, make the brand easy to understand, and strengthen recognition in a market that was still taking shape.

Brand visual direction

The logo, color palette, typography, and visual hierarchy were organized into a set of distinctive brand assets, ensuring consistency across digital channels.

Tone of voice

The communication style balanced warmth and reassurance to build confidence among new customers booking travel online, without sounding impersonal.

Design system

Reusable patterns helped scale digital operations, speed up delivery, and maintain consistency across interfaces, channels, and verticals.

Brand governance

The identity was applied consistently across a complex operation involving multiple workstreams, partnerships, and white-label models.

From inception to an established, recognizable brand

IMPACT

Over the course of its partnership with Dexa, ViajaNet came to life, built a nationwide presence, and maintained an ongoing digital communications operation. The branding developed for the travel e-commerce business proved to be a long-term asset rather than a one-off project. Its greatest impact is its staying power: the identity created at the outset remained recognizable even as the business grew and matured.

Viajanet

CLIENT

Founded in 2009, ViajaNet became one of the major brands in Brazil’s online travel market. The company set out to expand access to online airfare booking, supported by branding built to scale. By combining price, installment payment options, and convenience, the brand helped bring air travel within reach of millions of Brazilians.