Brand Book — Partner Edition
Wanderful
Women helping women travel the world.
Who We Are
Mission & Vision
Wanderful exists to reshape travel so that women are centered, represented, and leading at every level — as travelers, creators, business owners, and industry decision-makers.
We are not just a travel network. We are a business accelerator, a storytelling force, and a sisterhood with a rightful seat at the table.
Women already drive the majority of travel decisions worldwide. We exist to make sure they're also leading the conversations, running the businesses, and telling the stories.
Our vision
A world where the travel industry fully reflects the women who drive it — where women's voices lead the stories, women's businesses thrive, and every woman has the community and confidence to travel on her own terms.
What Drives Us
Brand Pillars
A global sisterhood of travelers and creators who show up for each other — online and in person, from local hubs to WITS.
Real tools, partnerships, and platforms that turn passion for travel into a profession — and a profession into a business.
We push the industry to tell stories that reflect the full spectrum of women who travel — in front of the camera and behind it.
Core Values
We don't just open doors — we make sure everyone inside feels at home. Inclusion is active, not passive.
We celebrate the brave choice — taking the trip, launching the business, asking for the seat at the table.
Our greatest asset is each other. Relationships built here fuel careers, collaborations, and lifelong friendships.
Travel is for everyone. We hold the industry accountable to show up for every kind of woman, everywhere.
We build sustainable businesses, meaningful careers, and movements that last — not just moments that trend.
Travel builds understanding and brings people together across difference — but only when we travel with intention.
How We Communicate
Voice & Tone
The Wanderful voice is confident, thoughtful, and inclusive. We are curious about the world and thought-provoking — encouraging others to ask their own questions. Above all, we are friendly, conversational, and genuine. To interact with Wanderful is to feel welcomed, celebrated, and part of a supportive global sisterhood.
That doesn't mean we shy away from hard conversations. We're honest — always telling it how it is, always encouraging our community to think critically about the world around them.
We sound like
- Warm, direct, and confident
- A trusted friend who also has a business degree
- Celebratory but never performative
- Aspirational without being exclusive
- Honest about the hard stuff
We never sound like
- Corporate or distant
- Preachy or self-congratulatory
- Exclusive or intimidating
- Excessively enthusiastic
- Vague or wishy-washy
Language we avoid
- Describe what you actually mean instead of "authentic"
- Name the specific place and people
- Women and gender-diverse travelers
- Sisterhood, community, network
- Adventurous, bold, courageous
- "Exotic," "authentic," "untouched" — othering language
- "Ladies" as a blanket address
- "Girlboss" or "hustle"
- "Female-friendly" or "safe" as a selling point
- "Bucket list" or counting countries
Visual Identity
Color System
Each Wanderful brand and program has its own distinct palette, while sharing the same structural values of warmth, confidence, and clarity.
Visual Identity
Typography
Our type system balances geometric precision with warmth. Josefin Sans leads with authority and structure; Raleway carries the conversation.
With thousands of members in more than 50 countries, Wanderful connects our global sisterhood through a thriving membership community, local hub events, curated group trips, and world-class experiences.
Visual Identity
Logos
Always use approved logo files — never recreate, recolor, or alter proportions.
Contact team@sheswanderful.com for the full asset kit including vector EPS files.
Media library
Photography & imagery
Approved photos for editorial and partner use are available in our shared media library.
Our Programs
The Wanderful ecosystem
Wanderful operates several distinct brands under one umbrella — each with its own identity, audience, and voice, all grounded in the same core values.
The largest gathering of women travel creators in the world and the premier event for travel's top marketing talent. Where creators and industry partners build better travel together. Produced by Wanderful.
The premier awards for women and gender-diverse travel content creators and industry leaders. Named after Bessie Coleman — the first woman of African American and Native American descent to hold a pilot's license. Presented annually at WITS.
Community-led groups of Wanderful members who organize in-person gatherings in their city — bringing our global sisterhood to life on the ground through meetups, travel evenings, and genuine connection.
The world's first outdoor travel festival by and for women. A weekend of inspiring speakers, live music, engaging conversations, a global marketplace, and excursions — all while building the kind of friendships that last a lifetime.