Planning a new direction

The Itinerary Artists

Logo, Brand, Social Media Elements


a new direction

Energized by her entrepreneurial spirit, Jennifer Puga launched her travel advisory business, The Itinerary Artists, in 2015. Blending her creativity with her planning skills—Jennifer creates extraordinary travel experiences for her clients, so they can travel in luxury without getting overwhelmed in the details.


The first few years Jennifer booked all types of travel—for anyone to anywhere.  As she continued advising clients and building a team of travel advisors, Jennifer recognized her passion for serving a more targeted audience.

I really hate to see people struggle in planning and get overwhelmed. I don’t like the ‘cookie-cutter’ experiences, so I enjoy writing custom itineraries that are highly personal.
— Jennifer Puga, owner , The Itinerary Artists

Jennifer decided to rebrand her business to better serve her ideal customers and fit her passion to offer personalized, luxury cruise itineraries for small groups and individuals.

So—just like she does for her clients—Jennifer created a plan.


a branding itinerary

Jennifer outlined a new direction for The Itinerary Artists in a business plan.  Her plan gave a clear voice to her mission and vision for the future. It outlined her new ideal clients and the experiences she hoped to cultivate for them.

With her plan in hand, Jennifer knew the next step of her journey would be to create a strong visual identity—logo and brand—to match.

travel companion

Jennifer wanted The Itinerary Artists to have a cohesive and recognizable visual presence that would be true to her new focus and allow her business to continue to grow.

 She didn’t want to launch a disjointed, DIY brand. She was tired of trying to create everything from scratch like she had done in the past. She knew needed help.  

After researching several designers with the quality of look and feel she desired, Jennifer decided to partner with Tarva Design on her branding knowing we would be a great fit to create a brand that would match The Itinerary Artists’ new direction.


Visual road map

We were excited to partner with Jennifer to give The Itinerary Artists the visual identity it deserved. Using her plan as our guide, we began developing a brand that would represent her business well.

We always start our process with our Discovery Questionnaire. This questionnaire covers more than just "What's your business name? What do you like?" It asks in depth questions about your mission, vision, and goals for your business.

Jenn’s plan allowed her to clearly communicate to us exactly what she wanted her brand to communicate to her clients, why she is passionate about her business, and why she is pursuing these goals.

After reviewing the Discovery Questionnaire with Jenn, we got to work creating a mood board — visual inspiration for the look of her brand. A mood board acts as a visual road map throughout the design process. Each of the three logo concepts we created for The Itinerary Artists flowed naturally from this inspiration.


I love that The Itinerary Artists’ brand grows from several contrasting elements—sand and sea, bold yet delicate, modern and minimal with old world detail, approachable luxury
— Christin, Tarva Design Studio


“Before hiring Tarva Design I had a DIY brand which didn't represent the look and feel I needed to confidently attract my ideal client.

After I received my designs I was able to move forward in confidence knowing I present a professional appearance. Everything I wanted to evoke was clearly illustrated in my final designs.

I've already received so many compliments on the rebrand.”

Jennifer Puga  //  Owner & Lead Travel Advisor  The Itinerary Artists


Reaching Our Destination

At the end of our collaboration, Jennifer’s vision was no longer just words in a business plan.

Jennifer’s passion, vision, dreams and focus are now brought to life in a beautiful, elegant logo and cohesive brand palette that sets The Itinerary Artists apart from the crowd. 

You can follow along with the The Itinerary Artists’ journey (and maybe experience Jennifer’s creative approach to travel planning for yourself!) at



  • Custom Logo Design

  • Color Palette Development

  • Typography

  • Brand Patterns

  • Business Card

  • Social Media Brand Elements


Social Media Elements & Concepts, Brand Style Board


We’d love to help bring your dreams to life

Have a business dream and plan that’s just words or ideas? We’d love to start a conversation with you about helping those dreams become a reality!