turo.ro

rebranding • 2024

about the project

Turo is an online platform that connects landlords and travelers seeking temporary accommodations. Rental homes, flats, cabins, and other unique housing options are available across Romania through Turo. Each rental property offers a unique experience for its tenants thanks to its wide variety of amenities.
Turo.ro is part of a 3-app ecosystem owned by KeyStay. Alongside KleanStay and the KeyStay Guest App, they offer a complete solution for managing private rentals, including cleaning and repairs, as well as a 24/7 virtual reception desk.

a second chance

Back in 2007, Turo used to be a successful lodging marketplace dedicated to tourists visiting Romania. The platform started off by offering private-owned housing to travelers, and in 2008, hotels were added to its accommodation portfolio. Later on, due to unforeseen circumstances, Turo’s further development had to be put on hold.

As of early 2023, Turo was given a second chance, and my team and I had to rebuild this project from scratch. Turo’s research team was able to identify that currently there is no Romanian product dedicated to travelers looking for mid- and high-end accommodations. Turo is aiming to cover that market need, focusing primarily on privately owned lodging.

Given that turo.ro received a second chance, its identity needed a visual upgrade. And this is how the project started.


the process

Working as a team with turo.ro's management, we developed a clear and aligned vision for the project, enabling us to achieve a cohesive brand identity. Here's a step-by-step breakdown of the rebranding process:

  • wrote the brand’s story and mission

  • defined its core values

  • explored how the brand personality will be reflected in the visual identity

  • defined the tone of voice

  • defined the brand book update process

story and mission

To provide context without getting bogged down, I'll share a few key excerpts about the brand’s story and mission:

  • Turo.ro was founded in 2007, within an emerging travel industry, as a pioneer in connecting travelers with homestays. The concept was simple yet revolutionary for those times: offering people a home away from their household — a place to escape the limits of regular hotels and appreciate the actual essence of a location.

    In 2024, turo.ro set out on a mission to restore its identity. In a refreshing move to get back to basics, the company decided to focus on what made it successful in the first place: comfortable and charming villas and flats.

  • some of turo.ro’s objectives include:

    • connecting travelers with homeowners, fostering authentic and memorable travel experiences

    • promoting unique and personalized accommodations in villas and flats, providing an escape from standard hotel stays

    • fostering genuine connections with homeowners in order to help travelers gain a better grasp of local cultures and communities

core values

turo.ro’s core values are the embodiment of what the company prioritizes above all else:

  • authenticity: turo.ro prioritizes authentic connections, immersing travelers in the true essence of destinations and showcasing the genuine hospitality of homeowners

  • simplicity: turo.ro strives to provide a streamlined and user-friendly experience, making it easy for travelers to find and book accommodations that match their preferences

  • “what you see is what you get”: turo.ro maintains transparency and honesty in its listings, ensuring that travelers receive the exact accommodations they expect

  • all things personalized: turo.ro values personalized experiences, catering to the individual needs and preferences of travelers

  • community: turo.ro encourages a sense of community, fostering connections between travelers, homeowners, and local communities

visual identity

The client expressed their preference for a round logo and also highlighted the significant value they place on effectively showcasing turo.ro’s mission of aiming to offer 360 experiences. With this information in mind, we set out to explore some potential logomark variants (you’re about to view several rough sketches):

And this is what we chose to bring to life:

Before and after:

And then I added a hand-drawn wordmark to create the final logo:

While this case study showcases key steps, the process involved exploring a variety of logo concepts before settling on the final round shape:

tone of voice

When it comes to tone of voice, turo.ro is often associated with:

  • optimistic and uplifting

  • friendly and welcoming

  • approachable

  • inclusive

  • informal

updating the brand book

To ensure the brand book's long-term relevance, I dedicated the final chapter to outlining the development process and advocating for the essential practice of annual updates and adjustments.

retrospective

At the outset of this project, I enjoyed significant creative freedom. However, as we progressed, the client expressed a desire for a more collaborative approach, offering valuable feedback during design sessions. While this initially felt like a shift in direction, I ultimately found it beneficial. Their input ensured the final design accurately reflected their vision and needs, resulting in a solution that matched their expectations.