Fresh Tracks is a travel company based in Vancouver, and we are the 'trusted experts for creating memorable experiences in Canada & Alaska'.
Our strategy is to bring people in through about 10 niche sub-sites that show up naturally in the search engines, or appear through pay-per-click - for example, http://www.CanadianTrainVacations.com , http://www.CanadaPolarBears.com or http://www.AlaskaRailVacations.com - then later we direct them to our main site http://www.FreshTracks.ca for repeat business.
This strategy works well for search engine ranking and for conversion of searches into sales - but it does rather diffuse our brand identity.
So this project is about finding a unifying theme by creating a strong identity for Fresh Tracks without overpowering the site names.
If you like, you can consider it as a "Kellogg's strategy' - all our subsites are different products like Cornflakes, Rice Krispies etc - but the Kelloggs brand gives them a unity without overpowering the name. Or you could think of it as like trying to put an 'Intel Inside' seal on a computer - only in our case the inside magic is a service.
The common theme about all Fresh Tracks sites is that behind them you have a trusted expert to talk to. We are the opposite of a booking engine - we are real friendly people who can make a difference to your experience.