Travel Blogger Branding and Website Design for Wanderlust in Ohio
The Scope: Custom Showit Web Design & Branding
The Vibes: Earthy, approachable, refreshing
The Industry: Travel Blogger, Content Creator, Influencer, Personal Brand
Wanderlust in Ohio is a travel blog created by Mady to showcase the natural beauty of Ohio and encourage people to get outside and explore more of what is right in their own backyard. With content covering trails, parks, outdoor adventures, itineraries, photography, and travel guides, there was already so much personality and purpose behind the business, but the existing branding and website weren’t quite capturing that same feeling.
For this travel blogger branding and website design project, I worked with Mady to create a more cohesive visual identity and then carry that direction throughout a custom Showit website, giving Wanderlust in Ohio a brand that felt adventurous and connected to nature while still being approachable and easy to navigate. The website needed to be visually engaging, but it also needed to function as a resource that people could actually use when planning their next Ohio adventure.
Building a Website Around Exploration
Once the branding was established, the next challenge was figuring out how to turn all of that personality into a website that could handle a growing amount of content without becoming difficult to use. Travel blogs can quickly accumulate blog posts, destination guides, itineraries, photography, recommendations, and other resources, so the website needed to feel inspiring while still being incredibly practical.
I approached the homepage as more of an entry point into Mady’s world rather than simply a place to introduce the blog. Visitors can immediately get a feel for the landscapes and experiences Wanderlust in Ohio is all about, while clear pathways lead them into the content they’re most interested in, whether that’s a specific destination, an itinerary, a trail, or simply some inspiration for their next adventure.
The photography was also a huge part of the design. Mady’s images are what make so many of these places feel exciting and worth visiting, so the layouts needed to give those images plenty of room rather than filling every section with competing graphics. The earthy brand colors and typography provide structure around the photography while allowing the landscapes and outdoor experiences to remain the visual focus.
Because so much travel content is consumed on the go, the mobile experience was another major consideration. Someone might be sitting on their phone planning a weekend trip, looking up a trail while they’re already out exploring, or scrolling through ideas for somewhere to visit next, so the website needed to make finding and reading information just as easy on a smaller screen as it is on desktop.
I also built the site with growth in mind. As Mady continues adding destinations, guides, blog posts, and photography, the website has a structure that can accommodate that content without requiring the entire experience to be redesigned. Features like clickable itineraries, gallery elements, featured content, and clear calls to action help make the site interactive and useful while still keeping the overall experience clean and approachable.
The result is a brand and website that finally feel like they belong together. Wanderlust in Ohio has a visual identity that communicates the adventurous, natural side of the business while still feeling modern and personal, and the website gives that identity a place to actually live and evolve as Mady continues creating content.
More than anything, the new site makes exploring Wanderlust in Ohio feel like part of the experience. Whether someone arrives searching for a specific Ohio destination or simply wants to find somewhere new to explore, the website gives them plenty of opportunities to keep clicking, discovering, and planning their next adventure.
Your Brand Should Make People Want to Go Somewhere
When your business is built around inspiration, storytelling, photography, and helping people discover something new, your branding and website should make people feel that before they even start reading. A thoughtful visual identity gives your audience something to recognize, while a strategic website gives them a reason to stay, explore, and come back for more.
If you’re ready for branding and a custom website that feel like a natural extension of the content you’re creating, let’s talk about your project.
What Mady Had to Say
“My website was in desperate need of an update and new vision. I knew Jordin would be a great fit because she immediately understood my brand and what I’m trying to convey on my site. She was so professional throughout the entire process. Everything was done in a very timely manner. She was usually waiting on me to give feedback versus the other way around and I so appreciated her open communication and vision for bringing my new website to life. I would recommend using Unica Formo for anyone who wants to work with a true professional with thoughtful design ideas, and ensuring the entire process is easy for you.”
—Mady S., Travel Blogger
Frequently Asked Questions
What does travel blogger branding include?
Branding for a travel blogger can include the visual identity, color palette, typography, logo suite, supporting visual elements, and overall creative direction that make the blog recognizable and cohesive. For Wanderlust in Ohio, the branding was created to reflect Mady’s love of Ohio’s outdoors while still feeling approachable and personal.
Why does a travel blogger need both branding and a website?
Your website is where your audience experiences your brand, so having a strong visual identity first gives the website a much more cohesive foundation. Rather than designing a website and trying to make it feel branded afterward, I can create the visual direction and website together so everything from the typography and colors to the layouts and imagery feels connected.
Can you design a travel blog with a lot of content?
Absolutely. A growing travel blog needs more than an attractive homepage. The content needs to be organized in a way that makes it easy for visitors to discover destinations, guides, itineraries, and blog posts without feeling overwhelmed. I build the structure around how your audience will actually use the site while leaving room for the content library to grow.
Can travel blogger branding and website design be built on Showit?
Yes. Wanderlust in Ohio was fully custom designed and built in Showit, which allowed me to create a highly visual experience around Mady’s photography and content while giving her a flexible platform for managing and growing the website.
Jordin Brinn is the founder and lead designer of Unica Formo — a creative studio in Columbus, Ohio, specializing in custom Showit website design and brand strategy for service-based businesses like coaches, consultants, therapists, creatives, and wellness professionals. With over a decade of business experience, she helps clients bring strategy, clarity, and personality to their online presence.
Explore design services and free resources at unicaformo.com.
