National Travel Center Branding
Repositioning a National Organization Rooted in Growing Tourism
For tourism organizations serving small communities, brand trust is essential. When identity reflects both credibility and lived understanding of local realities, it becomes a powerful tool for connection and growth.
The National Travel Center supports small towns and local organizations working to attract more visitors to their communities. Their role sits at the intersection of tourism advocacy, education, and practical support. While the organization’s mission was clear, its brand no longer reflected the credibility, reach, or community focus of the work they were doing nationwide.
The Real Challenge
The National Travel Center required an identity that clearly communicated trust, experience, and alignment with small-town tourism organizations. The brand needed to feel established and reputable while still resonating with the communities it serves.
The Kingfisher Approach
Kingfisher led a rebrand centered on representation and recognition. The visual identity was designed to reflect the organization’s close relationship with small towns and grassroots tourism efforts. The logo was thoughtfully constructed to symbolize a town square viewed from above, a familiar and meaningful reference point for the communities they support.
Every design decision focused on balance. The brand needed to feel professional and credible at a national level while remaining approachable and relevant to small-town partners.
The Result
The new identity positioned the National Travel Center as a trusted partner for communities looking to become more marketable destinations. The brand now clearly communicates experience, stability, and purpose, while visually reflecting the local focus at the heart of the organization’s mission.
"Anyone looking for a completely new look or a fresh start, get in touch with Kingfisher. We love our new look. It was transforming!”
Maree Forbes Gaughan, PhD,
CEO of National Travel Center