Design for Dream Destinations

Brand strategy, global identity refresh, guidelines, digital transformation, cross-functional leadership
Project Overview
Project
Travel2 Brand and Campaign Creative

Client
dnata Travel / Travel2

‍Role
Head of Design

‍Scope
‍Brand identity / travel marketing campaigns / digital and print collateral / cross-channel marketing design

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

Partnered with sales and accounts to drive a  20% increase in customer satisfaction rates with design consultation and strategy.

Collaborated with the VP of Marketing for a consistent 25% YoY organic growth across socials and web traffic.
The Challenge
Travel2 operates in a highly competitive travel market where brands must inspire customers while clearly communicating destinations and offers.

The challenge was to develop creative campaigns and brand assets that captured the aspirational nature of travel while maintaining clarity across a wide range of destinations and packages.

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The Strategy
The strategy focused on creating a visual identity that balanced:

‍Inspiration
‍Travel marketing must evoke emotion and imagination.

‍Clarity
‍Customers need quick access to destination and pricing information.

‍Consistency
‍The brand needed to remain consistent across print, digital, and travel partner channels.
Creative Direction
My creative direction focused on bringing destinations to life through strong imagery, clear layouts, and vibrant colour systems. Key principles included:

• Bold destination imagery
• Clean typography and layout hierarchy
• Clear pricing and offer communication
• Flexible design templates for multiple campaigns

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Execution
Work delivered included:

‍• Destination campaign creatives
• Brochures and print collateral
• Social media assets
• Digital marketing banners
• Landing page designs
• Partner marketing materials
Impact
The work strengthened the brand’s visual presence and helped deliver clear and engaging travel marketing across multiple channels.

Results included:

• Stronger destination storytelling
• Improved consistency across campaigns
• Increased engagement with travel marketing materialsMy creative direction focused on bringing destinations to life through strong imagery, clear layouts, and vibrant colour systems.