Our Brand Story

Why did we rebrand? 

I had several conversations in 2020 that left me with a sense of pessimism. It was a tough time for everyone, but our industry was hit especially hard. This left me wondering how I could shake off that negativity and signal to people that when you work with us, we always start with positivity and hope, and voilà! The idea was born.

The Optimists is a brand, but it’s also an ethos. It’s a reminder to my team and our clients that we can create incredible things together when we lead with optimism.

Who designed the logo? 

We forged an invaluable partnership with renowned Minneapolis creative agency Superhuman Agency. Designer Andrew Beckman captured the essence of everything I envisioned the brand to be and more!

I’m obsessed with our new branding. It takes me back to my roots, my passion for exploring the world and making new friends while doing it. It excites me and reminds me why I started all of this — for connection and the opportunity to experience the magic of travel.

What does it all mean? 

There is meaning behind everything in our branding! The logo, the colors, the twin lines, the custom hand-drawn doodles — our visual identity is a love letter to life on the road. It inspires us every day to create a seamless experience that puts people at the center.