# Agent 1 — Jasper Journeys Brand Style Guide

## Brand Position

**Jasper Journeys** is a premium local visitor guide for Jasper, Alberta. It should feel useful, trustworthy, scenic, outdoorsy, modern, and locally informed.

## Full Site Title

**Jasper Journeys — Your Local Guide to Jasper, Alberta**

## Core Slogan

**Find Your Way Through Jasper.**

## Brand Promise

Jasper Journeys helps visitors and locals quickly find the best of Jasper: attractions, trails, wildlife safety, weather, road conditions, aurora viewing, food, nightlife, events, deals, maps, and trip planning.

## Brand Personality

- Local, not corporate
- Helpful, not pushy
- Beautiful, not cluttered
- Safe and responsible
- Adventure-ready
- Trustworthy and practical
- Premium Canadian Rockies feel

## Visual Direction

The website should match the current logo style:

- Semi-realistic vector travel badge style
- Mountain, lake, pine forest, compass, and wildlife elements
- Deep forest green, navy, glacier teal, warm gold, and sunset orange
- Rounded, polished cards
- Soft shadows
- Cinematic overlays on photos and video
- Clean premium travel typography
- Natural textures used sparingly

## Colour Palette

### Primary Colours

| Purpose | Colour | Hex |
|---|---:|---:|
| Deep Compass Navy | Main text, navigation, footer | `#062F2F` |
| Forest Green | Trust, nature, cards, links | `#0F4F45` |
| Glacier Teal | Map, water, active states | `#0EA5A4` |
| Alpine Mist | Soft backgrounds | `#E4FBF8` |
| Summit Gold | Highlights, badges, premium pins | `#F5B84B` |
| Sunset Orange | Primary CTAs and conversion buttons | `#EF6F4D` |
| Warm Cream | Page backgrounds | `#FFF7EA` |
| Snow White | Cards, contrast | `#FFFFFF` |

## Colour Rules

- Use **deep navy/green** for trust and readability.
- Use **gold/orange** only for important actions: Plan Trip, Add Business, Book Travel, Featured Pins, Subscribe.
- Use **teal** for maps, weather, water, and interactive tools.
- Use cream backgrounds to make the site feel warm and welcoming.
- Avoid random bright colours that do not exist in the logo.

## Typography Direction

Recommended type pairing:

- Headings: bold geometric sans-serif, similar to Montserrat, Poppins, or Inter Tight.
- Body: readable sans-serif, similar to Inter, Source Sans, or system UI.
- Small labels: uppercase, high letter spacing, bold.

## Button System

### Primary Button

Use for strongest conversions.

Examples:

- Plan My Trip
- Open Interactive Map
- Add Your Business
- Book Travel
- Join Alerts

Style:

- Background: gold-to-orange gradient
- Text: deep navy
- Shape: pill
- Shadow: warm soft orange shadow
- Font: bold

### Secondary Button

Use for supporting actions.

Examples:

- View Guide
- Learn More
- Check Conditions

Style:

- Background: translucent white or alpine mist
- Text: forest green
- Border: subtle green/teal
- Shape: pill

### Danger/Safety Button

Use for wildlife, road, weather, trail alerts.

Style:

- Background: cream or pale orange
- Border: gold/orange
- Text: deep green

## Card Style

Cards should use:

- White or soft mist background
- 22–30 px rounded corners
- Soft shadow
- Small icon or image
- Clear headline
- Short useful description
- CTA link/button
- Hover lift effect on desktop

## Photography Style

Photos should feel:

- Local
- Natural
- Cinematic
- High contrast but not oversaturated
- Real Jasper, not generic mountain stock
- Wide landscape hero photos
- Vertical mobile/social crops
- Warm sunrise/sunset when possible

## Image Treatment

Use:

- Dark green gradient overlays for text readability
- Rounded corners
- Subtle shadow
- SEO file names
- Alt text written for visitors and Google

Avoid:

- Low-resolution screenshots
- Random stock images
- Overly filtered photos
- Inconsistent aspect ratios on cards

## Icon Style

All icons should match the logo:

- Semi-realistic vector badge style
- Realistic silhouettes
- Deep green/navy outlines
- Gold/orange accents
- Light snow/mist highlights
- No childish cartoon icons
- No emoji icons on final production pages
- Consistent line weight and lighting

## Map Pin Style

Map pins should use:

- Standard pins: teal/green
- Featured pins: gold
- Premium pins: orange/gold with star
- Safety/wildlife pins: gold warning circle
- Aurora pins: deep navy/teal/purple gradient
- Avoid exact predator GPS pins; use broad zones.

## Footer Style

Footer should feel like a premium travel portal:

- Dark forest/navy gradient
- Logo and slogan
- Four columns: Explore, Plan, Experience, Business
- CTA buttons for Open Map and Add Business
- Legal/disclosure links at bottom

## Voice and Copy Rules

Use phrases like:

- “Find your way through Jasper.”
- “Plan smarter.”
- “Explore with confidence.”
- “Check conditions before you go.”
- “Built for visitors, locals, and Jasper businesses.”

Avoid:

- Overpromising safety
- Saying wildlife can be guaranteed
- Sounding official when not official
- Copying Parks Canada or Tourism Jasper branding

## Trust Rules

Every safety-sensitive page should include:

- Official Parks Canada link
- Clear disclaimer
- “Conditions change quickly”
- Last updated date
- Responsible visitor messaging

## Monetization Style

Money-making areas should feel helpful, not spammy.

Good:

- “Featured local business”
- “Book nearby stays”
- “Recommended tours”
- “Sponsored local deal”
- “Premium map pin”

Bad:

- Too many ads above the fold
- Fake urgency
- Misleading sponsored content
- Ads inside safety warnings

## Final Brand Summary

Jasper Journeys should look like a polished local travel guide that a visitor would trust before arriving in Jasper, while also being useful enough that locals, businesses, tour companies, and repeat visitors check it often.