Hëyë Explorations
re-positioning & brand development of a tourism agency
Hëyë Explorations
Hëyë as a brand signifies a path or journey. It symbolizes the exploration of new paths or discoveries outside around the globe.
Hëyë Explorations as a company presents a series of seasonal expeditions, each unveiling hidden gems. They celebrate the vibrant spirit of exploration for the free-spirited traveler. Each voyage is a canvas of vivid experiences, tailored to different archetypes. The inaugural voyage, inspired by the Amazon, promises a vibrant blend of luxury and discovery.
How it began
The conception of Hëyë wasn’t a spontaneous decision for its founder. With a decade-long legacy as the proprietor of a thriving travel agency in South America, the founder recognized the evolving dynamics of the market. Seeking to carve a distinctive niche and cater to a select group within his VIP clientele, the idea of Hëyë took root.
Armed with this visionary concept, he approached WellPal to lend its strategic prowess in shaping and evaluating the feasibility of this new venture.
Our collaboration was more than a mere consultation; it was a harmonious partnership. We delved into the nuances of the local market, and his existing business, drawing upon the founder’s team’s insights and marrying them with WellPal’s strategic expertise.
The culmination of this collaboration was the integration of our collective insights into our comprehensive WellPal Brand Blueprint—a guiding framework that would encapsulate the essence of Hëyë.
This collaborative effort became the cornerstone of the Hëyë brand.
At WellPal, the mission is to not just create brands but to understand the intricate tapestry of our clients’ aspirations, desires, and unmet needs.
When tasked with bringing Hëyë to life, we embraced a methodology that went beyond the immediate. Enter the Jobs to be Done (JTBD) framework – our guiding light in the journey of brand creation.
If you're looking to learn more about the framework for your own brand and at your own pace, check out this solution.
strategy tools used
Results that Speak
The use of the JTBD framework wasn’t just a strategy; it was a compass that guided us toward results. Hëyë stands as a testament to the power of understanding the jobs customers hire a brand to fulfill. In this collaborative venture with Hëyë, we didn’t just create a brand; we crafted an experience that resonates with the unspoken aspirations of their desired audience.
In the realm of brand strategy, the Jobs to be Done framework isn’t just a tool; it’s a philosophy that transforms how we perceive, create, and elevate brands. Hëyë is more than a brand concept – it’s a evolving realization of the jobs the audience truly wanted to be done.
In the heart of crafting the Hëyë brand, we delved into the core of our audience’s motivations. The JTBD framework provided a lens through which we could decipher not just what our customers wanted but why they craved it. This understanding became the foundation upon which Hëyë’s essence was built.
The JTBD framework allowed us to navigate the emotional landscapes of our audience, unraveling the intricacies of their journeys and aspirations. By identifying the functional and emotional jobs customers sought to accomplish, we tailored the Hëyë brand to resonate deeply with their unspoken desires.
Armed with the insights from JTBD, we set out to design an experience that transcended expectations. Hëyë became more than a brand; it became a companion on the unique journeys our customers sought to undertake. The framework informed every decision, from brand identity to the narrative woven into the corporate video trailer (see below).
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