Website: Journey Kindly
Journey Kindly is a nonprofit committed to combining travel with volunteer opportunities around the world. I created all website copy to inspire and energize travelers to do more with their vacations.
Traveling for a cause
Journey Kindly is a brand focused on altruistic travel. The demographic is younger travelers who have the flexibility in their schedule to volunteer while abroad. From messaging to brand pillars, copy on the website highlights volunteerism as enhancing the travelers experience.
Enhancing travel through experience
The idea for Journey Kindly was created in 2016. The industry was completely new. There was only one other true competitors and no established brand. To tell the story of Journey Kindly was to tell the story of travel volunteerism. I approached this work by telling two parallel stories. The first is why there is a need for simple, impactful volunteer opportunities abroad and the difference one person can make. The second is how Journey Kindly meets that need. For people to understand why Journey Kindly existed they had to see through the lens that brought about the nonprofits worldview.
"We take 1 million trips each year. Let's tap into travel and build a better future for the places we visit."
A million experiences defined as one
For Journey Kindly to grow, users had to understand why this service would be useful to them. From a messaging standpoint, I wanted to create the sense that the experiences featured throughout the website could be anyone's experience. From blog posts to page headlines, every piece is designed to make a visitor want to volunteer as a way to enhance their travel experiences. Each item brings the user one step close to clicking "volunteer now."
Responding to an audience