While working as the ECD for EF Tours, we took on the task of creating a codified brand standards book for our product. Our audience consists of students, teachers, and parents. Our brand has to convey trust and credibility while being aspirational and fun. Educational travel, when done right, has the power to change the trajectory of a person’s life for the better. And that’s why the brand ethos embodies the important work EF Tours does for our audience.