Pathfinders – A Community Built for Adventure

Expanding Lonely Planet’s Reach Through a Global Influencer Network

Lonely Planet has long been synonymous with travel, but as the world shifted toward digital engagement, the brand needed a new way to connect with modern explorers. That’s where Pathfinders came in—a community-driven initiative designed to empower travelers, amplify their voices, and bring Lonely Planet into the influencer era.

Our team at Friendly Universe partnered with Lonely Planet to create a visual identity and digital presence for Pathfinders that seamlessly blended with the iconic Lonely Planet brand while establishing a distinct personality of its own.

Crafting a Brand Identity That Embodies Exploration

We developed the Pathfinders brand identity with adventure in mind. The logo and accompanying icon were carefully designed to feel fresh yet familiar, maintaining brand consistency while giving Pathfinders its own unique identity.

Since this was an extension of the Lonely Planet brand, we worked within the established design system, utilizing brand fonts—such as Benton and a custom adaptation of Miller Daily One—to maintain cohesion. A refined color palette complemented the existing brand while injecting a new energy into the project.

Bringing the Community to Life Across Platforms

To truly engage Pathfinders as a movement, we expanded the brand across multiple touchpoints:

Digital & Social Presence: We created an intuitive app for the Pathfinders community, featuring a custom icon and a seamless user experience. Social media campaigns followed, successfully driving engagement and attracting new influencers.

Photography & Aesthetic: We developed a signature photography treatment—a grainy, film-inspired look—that distinguished Pathfinders from Lonely Planet’s mainline content. This visual approach gave the brand an intimate, lived-in quality, evoking the feeling of being on the road.

Merch & Engagement: To deepen community connection, we designed custom merchandise, including apparel and enamel pins, which were sent to Pathfinders influencers. These items became symbols of belonging, worn proudly by travelers worldwide.

The Impact – A Brand That Goes Beyond Borders

The launch of Pathfinders was a major success, strengthening Lonely Planet’s digital presence and bringing a new generation of travelers into the fold. The brand resonated deeply with influencers and content creators, transforming Pathfinders into a movement rather than just a program.

By blending strong visual identity with strategic engagement, we helped Pathfinders become more than just a brand extension—it became a thriving community of explorers, storytellers, and global adventurers.