The majority of Americans take vacations in destinations considered to be more “traditional” vacation spots. These locales, usually more towards the coast, tend to be overcrowded and overpriced, creating problems for both the consumer and the community. Midwestern US states could benefit from revenue potentially produced from increased tourism. 

Offbeat promotes tourism in
these states by finding the niche, locally-know attractions and sights typically known only to natives of the community. Offbeat focuses on providing adventure-seekers with
the resources to create a unique travel experience.

The color palette uses earthy tones to create a connection with nature, and the mark draws inspiration from the idea of roads and mountains. Hand drawn elements appeal to a younger generation and keep the mood fun and adventurous. Photography focuses on signage, roadside attractions, and street art to reinforce the idea of travel and breaking convention.