UX/UI and graphic design for a B2B company for travel advisors

Meet & Greet Italy is an Italian B2B company that sells Italian tours to American travel advisors. In activity since 2015, it offers dozens of itineraries for solo travelers, couples, and groups. Its catalogue spans fixed-itinerary FIT and escorted tours, and fully tailor-made travel. Its visual identity and website, built by a previous agency, needed an expansion to better communicate its offer.

Meet & Greet ↗

The first task assigned was a simple graphic design job: creating social media assets to promote upcoming tours. While collecting existing brand materials and assets, it became clear that the visual language was not designed to support current and future communication needs. Meanwhile, the team decided to expand their tour catalogue, offer more services, and launch a dedicated travel advisor program. These changes led to a complete redesign of their website, with the addition of a registered user area.

The redesign of their website started with an in-depth analysis to identify the pain points of the user experience and visual language. The main findings:
• Each section of the webpage (whether a tour page or the homepage) was colored differently to signal a change of topic. Without a clear rule for this approach, it created confusion for the reader.
• The tour typologies weren't well presented on the homepage.
• The filtering system on the Italia Hub page (where all tours are stored) didn't function correctly.
• The tour pages lacked a proper hierarchy of information.
• The booking system didn't make efficient use of page space.

The new website is organized into two environments: a public version, designed to present the company and offer an overview of the tour catalogue, and the complete website (with full tour programs), available only to registered users. This approach was chosen to increase the conversion rate of new travel advisors and grow the community.

Meet & Greet offers a wide range of itineraries. FIT tours are fixed programs tailored to first-timers and those who'd like a specific travel style (e.g., centered around Italian food, fashion, or traditions); similarly, the escorted group tours follow a fixed schedule and suit travelers who enjoy journeying together in comfort. M&G also offers complete tailor-made solutions for clients who'd like to design their own trip, whether traveling alone, as a couple, or in a small group. Additionally, the company can organize a short stay before or after a cruise that sails to or arrives at any Italian port.
Assigning a color and icon to identify each tour type was an easy choice: every tour page is easily distinguished by its own shade of color.

While expanding their current tour portfolio, the company decided to create a travel advisor program to strengthen its community and share benefits with those who close more deals. The three tiers of the program are identified with three friendly words and a symbol, to amplify the sense of belonging and connection with Italy.
• Amico, the entry level, is represented by a laurel;
• Partner, assigned to those who have already booked a tour, is paired with the Colosseum;
• Elite is visualized with Leonardo's Vitruvian Man, a symbol of rigor and ideal proportions.

Additionally, I helped create a visual foundation for social media assets, presentation, flyers, and newsletter.

Credits
Clients: Edmondo & Valentina Boscoscuro – Meet & Greet Italy
Design: Cinzia Bongino
Development: Ideatech srl

Year
2026