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Duncan WynnGraphic & Web Designer

Selected work / InnDirect

InnDirect

Brand identity and website for an early-stage Canadian startup I co-founded, helping independent vacation-rental operators win more direct bookings.

Role
Co-founder / Designer
Status
Ongoing · Co-founded venture
Stack
Astro, React, Tailwind
Disciplines
Brand Identity, Web Design, Art Direction

Overview

For operators who want more bookings of their own

InnDirect helps independent vacation-rental operators pursue more direct bookings, rather than relying entirely on platforms such as Airbnb. Its first audience is operators in Ontario cottage destinations.

As co-founder, my responsibility is primarily design: the brand, the website and how the offer is presented.

Destinations

  • Muskoka
  • Georgian Bay
  • Blue Mountains
  • Prince Edward County

My responsibilities

  • Brand direction
  • Logo development
  • Visual identity
  • Colour and typography systems
  • Positioning
  • Website design and architecture
  • User journeys and conversion-oriented page structure
  • Art direction
  • Interface and responsive design
  • Front-end implementation direction

The challenge

Explaining direct booking, simply

Independent operators already know the platforms. The design task is to explain a direct-booking offer clearly and credibly — alongside those platforms, not as a replacement for them.

Brand direction

A hospitality brand with commercial weight

The brand personality I defined for InnDirect:

  • Confident
  • Playful
  • Hospitality-oriented
  • Contemporary
  • Approachable
  • Commercially credible

Identity development

From first marks to a working logo

I developed the logo and visual identity, then extended them into a colour and typography system for the website and wider brand.

Visual system

A violet primary and a wide supporting palette

The full brand palette, shown as specified.

  • Primary#5038ED
  • Ink#16123F
  • Soft violet#8B7BF7
  • Lavender#EEEBFE
  • Coral#FF6B4A
  • Amber#FFC53D
  • Mint#2FD4A7
  • Cream#FBF8F4
  • White#FFFFFF
  • Stone#E6E1D8
  • Slate#6B6880
InnDirect palette — system reference

Website

Page structure built around the offer

I designed the website's architecture, user journeys and conversion-oriented page structure, and set its art direction.

Interaction · Responsive

Restrained motion, designed for every screen

Interface and responsive design cover desktop and mobile, with motion kept restrained and in service of the content.

The site is built with Astro, React, Tailwind and animation libraries. Design direction and the visual system are mine; implementation is developed with AI assistance.

Status

Ongoing

InnDirect is in active development. The identity and website continue to evolve alongside the business.