About
Latitude was born from a simple idea: when responsible travel professionals work together, we achieve more. What started as a small experiment in global networking evolved into a cross-continental community of tourism professionals reimagining how we work, collaborate, and create impact.
Cultured Creative was invited to co-create a brand strategy and identity to move Latitude from a single event into a living platform—a place where responsible tourism professionals worldwide could grow together through virtual gatherings, storytelling, and shared learning.
Industry
Year
Category
Location
Tourism
2025
Brand Strategy, Messaging, & Identity
Global
For all its talk of connection, the travel industry often feels fragmented. Professionals doing deeply meaningful work in their corners of the world struggle to find genuine community beyond trade shows and social feeds. The conversations that matter about ethics, representation, and sustainability rarely make it to the same table.
Latitude set out to change that. Our challenge was to build a brand and experience that felt less like a conference and more like a collective: a space where connection isn’t transactional but transformational.
Cultured Creative’s role was to help articulate and frame Latitude’s purpose into something cohesive, clear, and human. We positioned the platform as an ongoing dialogue that blends knowledge-sharing with a deep sense of belonging. Through brand strategy, narrative development, and creative direction, we shaped an identity where responsible tourism professionals could meet as peers, not competitors.
Every detail, from the event flow to the copy tone, was designed to encourage conversation rather than sales. The result: an experience that feels collaborative, grounded, and alive with shared intent.
The visual identity reflects Latitude’s essence: globally minded and confident without pretense. Cultured Creative developed a design language inspired by the name itself—the lines that connect the globe and the freedom to move between them. The logomark brings this to life, with circular forms from the North, East, South, and West converging in a symbol of connection and forward motion shaped through the movement of the letter “L.”
Earth tones, unstaged imagery, and editorial typography convey warmth and groundedness. Every element, from digital backdrops to event graphics and presentation decks, was crafted to feel human, allowing the stories and people at the heart of Latitude to take center stage.
Digital Dimension
We extended this clarity into the digital sphere, co-creating campaigns alongside Latitude’s co-founder, to shape its voice across platforms. Through a three-week social campaign blending storytelling, transparency, and community-driven messaging, Latitude’s audience grew to over 400 professionals online, with more than 200 attending the live events.
Our focus on dialogue over promotion turned Latitude’s social media into an extension of the community itself, where social sharing and curiosity fueled connection.
The brand and communications strategy positioned Latitude to grow beyond its first event. By aligning with impact-driven partners, each gathering contributes funds to grassroots environmental and cultural initiatives.
With each edition, Latitude continues to evolve, introducing panel discussions, collaborative features, and community-led spotlights that keep the experience dynamic, inclusive, and forward-moving.
The results speak for themselves: participants from 48 countries, over $300 raised for grassroots charities, and a rapidly expanding community of responsible tourism advocates. Yet the deeper impact is measured in relationships and ripple effects, such as cross-border collaborations, mentorships, and a shared sense that community in tourism can be both purposeful and joyful.
Latitude now stands as a model for what can happen when strategy meets sincerity and when connection is built not on promotion, but on shared values.
