File FLR-01Case fileClearance: public

Flaire

It wasn't a travel app when we started. Flaire was a startup with a first version and no edges. We designed that version, read the beta, and rebuilt the product and the brand around the one thing people kept using it for: travel. 2021 to 2023. Acquired in 2026.

Client
Flaire
Year
2021 to 2023
Format
Product strategy and brand
Platform
iOS app and web
Scope
Creative strategy, positioning, the first app, the travel redesign, identity, brand guidelines
Fig. 1 / Everything, for everyone, became travel
Flaire: Everything, for everyone, became travel

The lane was already in the beta. The people using it drew it for us.

Before: the first version we designed. Polls, picks, purses and jeans.
Fig. 2 / Before: the first version we designed. Polls, picks, purses and jeans.
How travel research feels today, and how it feels with Flaire
Fig. 3 / How travel research feels today, and how it feels with Flaire
The primary lockup
Fig. 4 / The primary lockup
The flame
Fig. 5 / The flame
Who it's for, and how they feel about travel
Fig. 6 / Who it's for, and how they feel about travel
Headlines, in the voice
Fig. 7 / Headlines, in the voice
Color and gradient
Fig. 8 / Color and gradient
PP Agrandir, for everything
Fig. 9 / PP Agrandir, for everything
Photography: personable, natural, real
Fig. 10 / Photography: personable, natural, real
The brand in the product
Fig. 11 / The brand in the product
A traveler's profile on the web
Fig. 12 / A traveler's profile on the web
Merch for the trip
Fig. 13 / Merch for the trip

The brief

At the start, Flaire was a bit of everything: a place where young adults could connect with people they trusted, share the things they bought and loved, and get a quick, honest answer from a peer. Good premise, real energy behind it. But it had no walls. Everything, for everyone, is the hardest thing in the world to design, because there's no edge to push against. Every screen could be anything, and every decision was wide open. So we went looking for a limit, and found it in how people were actually using the app. In the beta, the conversation kept bending toward travel: places people had been, and places they were dreaming about. That was the lane. We said take it, and Flaire's founder went all in.

What we made

  • APPThe first version of the app: share what you buy and love, ask for a recommendation, start a poll.
  • LANEThe read on the beta, and the recommendation: people wanted advice from friends about where to go and what to do once they got there. Go all in on travel.
  • REDESIGNThe product, designed and redesigned around travel: your places, lists from friends, recommendations from people you'd actually ask. We lived in beta, which is what the delta in our name is for.
  • BRANDIdentity, voice and a brand guide for Gen Z and travel: the flame, PP Agrandir, iridescent color and candid photography.

Results

The traction the team had been reaching for showed up after the app narrowed to travel. Flaire is on the App Store as Trusted Travel Recs, and in 2026 it was acquired by (name withheld).

Credited to Flaire. Made by Anon.

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