Design for Dream Destinations

Multi-brand creative direction across four travel brands for dnata's Travel2
Project Overview
Project
Travel2 Brand and Campaign Creative

Client
dnata / Travel2

‍Role
Head of Design

‍Scope
Brand identity, creative direction, campaign creative, destination marketing, digital and print across four sub-brands

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Key Acheivements in the Role
Increased lead conversion by 15% through UX optimisation for client’s websites.

Built four distinct brand identities simultaneously under one parent, each with its own visual language, tone and audience while maintaining group coherence.

Introduced illustrated brochure covers across the portfolio as a deliberate strategy to differentiate on shelf against photography-led competitors.

Developed and delivered full destination campaign packages for tourism boards including New South Wales, Colorado and UAE. Each built as a distinct creative world.

Pivoted creative direction mid-engagement from acquisition to retention in response to COVID, shifting from destination photography to emotional moment-led campaigns.
The Challenge
dnata's Travel2 operated four distinct travel brands under one parent: Adventure, Cruises, Luxury and mainstream Travel2.

Each served a different audience with different expectations, price points and emotional triggers. The challenge wasn't building one brand. It was maintaining four distinctive identities simultaneously while keeping them coherent as a portfolio.

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The Creative Worlds
Adventure was positioned with National Geographic energy. Bold editorial photography, explorer spirit, the feeling of going somewhere most people don't.

Cruises needed scale and reassurance. The cabin window became a recurring device: a frame through which a destination appeared, suggesting the complete experience of arriving somewhere extraordinary.

Luxury required restraint. Aspirational without being loud, the creative direction leaned on space, craft and suggestion rather than explicit sell.

Travel2 as the mainstream brand needed clarity above everything. Accessible, warm, and direct: a brand that made the decision to book feel easy.
Destination Partnerships
The portfolio extended to destination marketing partnerships with tourism boards including New South Wales, Colorado and the UAE. Each was delivered as a full campaign package: creative direction, campaign identity, landing page, digital advertising, messaging and partner materials, built specifically for that destination and audience. Luxury wine experiences in the Hunter Valley. Western adventure and heritage in Colorado. Water sports and wildlife in the Emirates.

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Don't Cancel, Rebook.
As COVID began to affect travel confidence in early 2021, the creative direction shifted from destination-led acquisition to retention. The brief was commercial: reduce cancellations and protect revenue. The answer wasn't to sell destinations. It was to sell the feeling of having something to look forward to. Campaigns across social and print used moments, families and the anticipation of travel to keep customers emotionally connected to bookings they'd already made. The business was restructured and the UK team made redundant before results could fully materialise, but the creative pivot ran at the moment it was most needed.
What Was Delivered
Brand identity and creative direction across four sub-brands · Destination campaign creative · Illustrated brochure covers · Digital advertising · Landing pages · Social media assets · Partner marketing materials · Tourism board campaign packages