Cracow’s best tour operator

  • GoCracow
  • UX/UI & Branding Design
Primary website URL
Associated websites
My role in the project
  • UX/UI Design
  • Research & Define
  • Brand Essence Design
  • Graphic Design
  • Social Media Consultant
  • SEO Consultant

What was it:

GO CRACOW, one of most recognisable polish tour operators specialising in groups tourism, needed branding & a set of web portals to advertise their services.

They didn’t have any previous brand visualisations or websites, so they needed something visually appealing, recognisable, however, simple yet impactful.

Who was it for:


Polish tour operator specialising in group accommodation & tours.

Since 2016 GO CRACOW built its reputation as one of the most recognisable tour operators from Krakow, thanks to its owner’s unique approach to clients, his passion for tourism, knowledge & ability to solve any issue regarding accommodation, restaurants & trips.

It was time to build a brand on those core values. As the owner is my close friend and asked me to be in charge of the whole process, I was personally dedicated to creating the best possible product to ensure the further success of his business.

My role in the project

  • UX/UI Design
  • Research & Define
  • Brand Essence Design
  • Graphic Design
  • Social Media Consultant
  • SEO Consultant

As I was in charge of overseeing the entire project, I had to make sure that the brand design reflected all core values of the company and that it was modern, clean, recognisable, and attractive. The same goes for all promotional designs and all 3 web portals.


About the project

As with most of my projects, I started with a good amount of research. For instance,  benchmarking, accommodation websites, what are good practices for designs in this type of business, thinking about colours and imagery I’m going to use.

After all the research, the idea was to create a brand that will stand out among its digital competition. Designs needed to be crisp, minimal, impactful, and easy to remember.

Coming up with a colour scheme, I’ve decided that the best approach would be a single colour scheme with two or three accompanying neutral colours.

My pick was the colour blue. I decided it was the best match as it would bring to mind, sky, relax, holidays, calm & relax. At the same time, I didn’t want to go too clinical & cold, so I decided to go with bright & saturated blue, with a few shades & gradients, to complete the scheme.

After the scheme came time to design the brand & logo, I started sketching some ideas after going through a mind map exercise. From a whole bunch of them, I picked four that would suit the best. I wanted something simple that reflects the type of business, something easy to remember yet modern looking and crisp.

After gathering some feedback on designs, I tweaked one of them & came up with the final one.  The last thing was to add a bit of colour to it, and another part of the brand was done.

It was time to start working on websites that would need to present a brand and sell services. The main goal of all of them would be to showcase what GO CRACOW has to offer (mainly accommodation & trips to & around  ) & convince clients to contact the tour operator. In order to do that, I wanted to first capture potential customers’ attention with amazing images of Cracow itself. Those images would encourage clients to read content, check out offers, and contact the company at the end of their journey, either by contact form, email, or simply by phone.

Also, to achieve that, all portals would have to look consistent with branding, have a clean design, be easily readable, responsive, minimal for user convenience, with easy navigation, and with high-quality images.

After going through multiple design ideas, creating user journeys, user scenarios, and thumbnails, I created the first low fidelity prototype & mock-ups. Then I gathered some additional information based on small user testing & company feedback. And with all that new research, I was able to create the final prototype and, after that, the final website, gocracow.travel.

For around a month of gocracow.travel being live, I gathered some more user feedback, especially on the use of navigation, clarity of content, and a contact form. With that information, I’ve made the last tweaks to the website & moved on to create the remaining two portals.

Designing two remaining portals went much faster as I already had research, feedback & all relevant information needed at hand.

Managed to create something unique among other competition & with the help of people responsible for SEO brought websites up in search engines. Thanks to its ease of use, simple design, easy navigation, and meaningful content, websites quickly gained more and more visitors, and thanks to that, more client calls, online chats & forms filled out. That, in the end, would convert to happy customers.

Project Hindsight

This project was a lot of fun. Right from the research stage, I knew I wanted to create something unique in that market section.

First, because it was for my close friend & I wanted to help him succeed, and secondly, most tour operators from that region didn’t have impressive websites to showcase the beauty of it.

After a few months of the website going live, the feedback we got confirmed the right approach to its design.

The ability to simplify means to eliminate the unnecessary so that the necessary may speak.

Jean-Louis Gassée

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